Times change. People change. And the identities of some organizations.

‘Sometimes companies make very small changes – almost infinitesimal changes to their logos – which, quite rightly, are derided by the general public,’ said Burgoyne. A complete change in logo is one thing, but all companies apply almost unnoticeable upgrades to their branding. This can be a double-edged sword.

But quite often those little refinements do do a good job of making the company seem that little bit more up to date, that little bit more modern. And if you look back over the logo over time, you’ll see that those little incremental changes were actually quite important.