5 times brands shook up their logo to create a powerful message

'Don't touch the logo'. It's a common phrase in many design agency briefs. Sometimes it even makes its way into rebranding projects, when all the other brand touchpoints are up for grabs except that one. 

The role of logo design may have diminished in the age of multi-channel, experiential branding, but that doesn't stop companies being rather attached to their carefully crafted marks. After all, brand recognition is built on coherence and consistency.

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Nick Carson

Nick is a content strategist and copywriter. He has worked with world-class agencies including Superunion, Wolff Olins and Vault49 on brand storytelling, tone of voice and verbal strategy for global brands such as Virgin, Pepsi and TikTok. Nick launched the Brand Impact Awards in 2013 while editor of Computer Arts, and remains chair of judges. He's written for Creative Bloq on design and branding matters since the site's launch.