Fast Company have asked some of the most talented graphic designers working today what they believe is the best logo ever made.
Their responses are interesting not just because of the logos they selected, but also, because the logos they selected are so old! Or said more politely… enduring.
Too often, I see companies tempted to change their logos for no good reason. It gives them a quick, spurious bump in attention. It makes their agencies a few extra million dollars re-doing all of their visual identity suite.
But too often, this is just the appearance of rebranding. Often, it’s just skin deep. (I’m looking at you Yahoo!)
True branding is about the whole customer experience. Shape and color of the logo is just one aspect of the experience.
A new logo is essentially worthless if the brand experience remains the same.