The work aims to explore the application of progressive innovation and radical innovation in brand logo, so as to provide new research ideas and perspectives for the development of logo design. Case study and literature research were used to analyze the successful brand logo cases in China and abroad, and expound how the theory of progressive innovation and radical innovation was embodied and applied in brand logo. The brand logo with the significance of the times and success is embodied in two innovative concepts of progressive innovation and radical innovation. The progressive innovation theory is an iterative process in the brand logo. The logo is constantly improved on the original basis, and finally forms a classic logo. Radical innovation theory in brand logo reflects an unconventional state of change and enterprising. By changing technology or significance, the model of logo design is refreshed, reflecting novelty and uniqueness.