There are a few historic brands that still use their original logo today – or at least a slightly updated version of it. Twinings’s logo dates back to 1787 and since then, very little about it has changed. The same goes for Coca-Cola (1887) and Ford (1909) – classic brands whose logos have outlived generations and generations of consumers.
But in that time, our attitudes to ownership, property and longevity have changed. Homes, jobs and many more parts of life are temporary or shared, our idea of belonging is much more fluid – and this influences brands both new and old. One of the first to adapt to the new world was BP, which scrapped an almost century-old logo for a new, more environmentally conscious one.
Rather than aiming to withstand the test of time, unchanging, brands now prefer more flexible identity systems that can adapt to the ever-changing needs of the market. When we embark on a brand development exercise, we expect to create something with a shelf-life of around five years (at least for the visual identity component – the company’s purpose and values ought to last longer). That’s shocking when you think of the hundred-year-old logos that still exist today.