When executed well, a new logo can inject life into a company and drive a new wave of sales and brand loyalty.
When executed poorly, a new logo can be the cringe-worthy mark of a brand's decline.
There have been some significant brand overhauls this year, from Google to IHOP. Flat, sans-serif logos have been in vogue for the past few years and this year's no different, though for the most part there's simultaneously a recognizable trend of being respectful of a brand's heritage.
We took a look through the graphic-design publisher UnderConsideration's excellent Brand New blog to find how some of the most recognizable brands worked with design agencies to change their logos this year.
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Google changed its logo significantly for the first time in 16 years, replacing a dated serif font with a cleaner one while retaining the childlike feel synonymous with the brand.
Studio Tilt changed the "Restaurant" bar in IHOP's logo to create a smiley face that adds a burst of cheer without detracting from recognizability of the popular restaurant chain.
Designers have long hated Verizon's logo, and its new one from Pentagram is in the vein of another mocked tradition of stripping down a logo and adding an icon in the top right corner.
See the rest of the story at Business Insider