Why Do Famous Brands Frequently Change Their Logo: The Psychology Behind Logo Redesigns

As a branding and design agency, we frequently observe the updates and changes that iconic brands like McDonald’s, Pepsi, and Pringles make to their logos.

Sometimes the changes are quite significant, so we’re certain that you’ve noticed them as well. But have you ever wondered why they frequently update and refresh their logos?Quite often, the smallest of changes to their logos have the largest amount of strategic thought and process behind them. The reasoning and thought behind these kinds of decisions are interesting. When a popular brand changes its logo, it creates quite an uproar. Such change fuels conversations all over the world, some positive, others negative, but however people feel about it, it gets them talking. Not only does this type of activity promote their brand, but it keeps it in the public eye as well.Jaguar’s latest rebranding is a prime example, as they removed the iconic leaping jaguar from its logo entirely. The shift to a minimalist wordmark caused quite the stir; some marvelled at its modern and sleek appearance, while others thought it diminished the brand’s legacy. Yet, in spite of divided opinions, the new design managed to effectively fuel brand engagement, visibility, and news coverage far beyond the automotive sector.At Whitewater Creative, we know that branding is not all about appearance. It’s about tapping into people’s aspirations, values, and emotions. So, let’s discuss these 5 evolving brands and what companies of any size can learn from them.

Engaging a New Audience

Brands evolve. Just as individuals grow and mature, so too does a company’s consumer base. Branding companies routinely suggest refreshing the brand to establish more solid connections with newer generations that might perceive older logos as outdated or out-of-touch.A prime illustration of this phenomenon can be seen in Pepsi’s various logo transformations throughout the decades. Each iteration of the logo has aimed to resonate with the younger generation and align with contemporary sensibilities, all in a bid to remain relevant and emotionally engaging. As Pepsi put it, “We designed the new brand identity to connect future generations with our brand’s heritage, marrying distinction from our history with contemporary elements to signal our bold vision for what’s to come”

Whenever a brand redesigns its logo, it sends a subtle message: a promise to be forward-looking, contemporary, and in sync with the ideals of today by updating its visual identity. This does not mean that the brand is leaving its legacy behind; rather, it’s a case of selecting items from the past and redesigning them to inspire and appeal to new clients.

Triggering Nostalgia and Emotional ConnectionAs branding experts, we are fascinated with the many directions a redesign can go. There are redesigns to innovate, for example, and there are redesigns to make consumers nostalgic, reminding them of the ‘good old days’ or a comforting past. Unsurprisingly, the majority of brands are now turning to nostalgia in rebranding, leveraging its massive psychological gains, which include the eliciting of positive emotions and trust. Brands typically try to balance modernity and familiarity. One brand that has largely achieved this balance is Pringles; with their most recent rebrand, they recycled their vintage Mr. P logo but kept recognisable elements such as his moustache and his signature expression. Although the reaction was initially mixed, the ultimate outcome for Pringles was strengthened connections with existing and new customers alike, sparking conversation and renewed interest.

At Whitewater Creative, we often recommend the use of nostalgia to our clients, as when used genuinely, it doesn’t just recall memories but it creates emotional bonds that foster brand loyalty. However, we always note that it must be dealt with authentically to avoid feelings of coercion or manipulation.

Enhancing Digital Compatibility

To be pertinent in today’s digitally driven environment, a company’s branding needs to prioritise online visibility and versatility above all else. The majority of logos from previous decades had no consideration for digital mediums or formats; therefore, they lose their impact when used as tiny favicons on websites, displayed in moving animations on social media, or viewed on the small screens of smartphones. To make it easier to read and adapt to various digital platforms with ease, giving a logo an updated look generally entails making its components simpler. This gives brands a consistent and recognisable appearance wherever their users may be. Take, for example, luxury brands Burberry and Balenciaga. Though their recent logo changes appear a bit too minimalist, the designs were done with a purpose: to optimise readability and recognisability across digital platforms. Burberry adopted a bold sans-serif typeface to “support a cleaner, more digital-friendly look”, echoing what design experts call the “Balenciaga effect”, where luxury brands favour simplified, consistent typography to meet the demands of online visibility2.

Stimulating Attention and Debate

One of the strategic advantages of logo redesign is its inherent ability to be observed and initiate a discussion. Whenever change occurs, people discuss it, debating whether it is positive or negative and sharing their views online, which readily generates some buzz in the marketplace. Even when not all responses are favourable, this heightened awareness ultimately builds more interest and engagement from consumers; therefore, attracting both interested newcomers and devoted clients, as well as producing priceless exposure.

Signalling Business Change

A new logo is more than a style update; it’s a symbolic move reflecting what’s taking place within the company, like new principles, strategies, or commitments. Take Kia’s recent abstract logo change, for instance, which confused a lot of customers at first. But, as much as there were divided views, it successfully rebranded itself as an innovative, forward-thinking car brand ready to tackle the future.Kia explained the new logo was meant to “represent the state of moving forward and changing to meet customers’ evolving needs”3, echoing how visual identity can represent broader brand evolution. What Kia declared with its strategic rebrand is, ‘We’re changing, growing, and we’re here to stay’.

Our branding work with Restore, previously Bury St Edmunds Women’s Aid, is another illustration of brand development. As they were getting ready to celebrate 50 years in the community, the charity came to us looking for a new name and identity that would better express their broader, more inclusive objective. Their values and long-term vision were no longer being served by their previous branding, which was connected with ageing imagery and a narrower audience. We were key to turning the organisation into a contemporary and welcoming organisation, committed to reaching out, supporting, and empowering. This was done with a careful redesign that adopted a new name, logo, and colour scheme. The charity’s look changed dramatically, but it also reframed its engagement with the audience and how it communicates its mission.This strategy is frequently highlighted in our branding portfolio, particularly our case studies. We have seen firsthand how a brand’s identity can be redefined through logo redesigns that tell compelling visual stories while honouring the brand’s history. To see how this works in practice, take a look at our Branding Case Studies and explore the thinking behind each transformation.

Why Branding Matters

To fully understand the concept of logo redesigns, one must comprehend the power of branding itself. Branding is not just the existence of a logo; rather, it shapes attitudes, builds trust, and sets the stage for recognition. Once you consider why branding is important, you will begin to notice how a solid branding strategy can make the greatest impact. With a competitive marketplace, your business will become more memorable, allowing you to communicate simply to your target audiences and to build long-lasting relationships. Therefore, as a design and branding agency based in Bury St Edmunds, we advise you to keep in mind that strong branding serves as the cornerstone for all future business interactions, and not something to push aside.

What Business Can Learn

So, how can businesses of every size put these lessons into practice? Above all, know your audience up close. Your logo is not about you; it’s a means of connecting meaningfully with your customers’ changing tastes, values, and moods. Insight is the secret to effective branding. Be thoughtful and deliberate. Logo redesigns should not be routine or a hurried process. Instead, they ought to align with significant business shifts, plans, or milestones. The aim is consistency with sufficient flexibility to grow and evolve.Finally, never underestimate the power of emotion. Whether by evoking nostalgia, showcasing innovation, or sparking conversation, logos always must connect on an emotional level. As a branding agency, we firmly believe that effective branding touches hearts before it touches minds. We enjoy exploring the deeper layers of brand psychology at Whitewater Creative, guiding clients through logo redesigns with carefulness, thoughtfulness, and strategy. Your logo isn’t just an image; it’s the visual pulse of your business. If you’re considering a change, get in touch; we’d love to help you shape what’s next. Contact us to start the conversation.