The logo of Dairy Queen has not been constant and has evolved over the years since the company was founded in 1940. The first logo of the company was changed and it was quite different from the current logo of the company when it first opened its store in Joliet, Illinois. It was straightforward—a simple wordmark that read “Dairy Queen,” with a classic font that didn’t try to be anything more than what it was: a nickname for a place that could give you some of the best soft serve ice cream out there. In the course of time, the logo has been modified in order to improve the image of the brand and this is why changes need to be made. In the 1950s the logo was refined and the text was placed in an ellipse which is tilted slightly to the right