There's a particular kind of meeting that every designer dreads. The one where a new marketing director walks in, surveys the brand guidelines you've spent months perfecting, and says the four most expensive words in design: "Let's freshen things up."
It happens all the time. And yet some of the world's most valuable brands got there by doing the exact opposite. As in, keeping their logos virtually untouched for decades, and in one extraordinary case, for over two centuries. Because if you've already got one of the best logos, why change it?
