In 2010, Gap unveiled a new logo for their brand. It was nothing particularly shocking: Helvetica paired with a tinted blue square, referencing the familiar blue square used in its classic logo.

Stop Freaking Out About the New Disney Plus Logo. It’s a Lesson in Smart Branding. ... plenty of examples of companies that change branding or logos because maybe someone in the C-suite got bored.

Living With rare exceptions (notably MTV and Google), logos are static. But social brand platforms are living experiences that take place over time and increase in value as more people participate.

The move cost £4.5m ($7m) in brand research, with tens of millions more dollars to be spent supporting the change. Environmentalists accused the firm of spending more on the logo than on ...