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Changing Logos with the Times

I went to a mall last weekend and looked at all the old signage they had on display. Past by old Pepsi signs and enjoyed seeing the old logo. Pepsi's changed their logo a number of times since they began.

Then I passed some old Coca-Cola signs and I noticed something. Coke really HASN'T changed their logo much over their life. Pepsi, being newer, has changed and changed yet Coke remains the same.

Why is that? Why is it some companies feel the need to update and change their logo with the times while others don't? It's obvious in this case that Coke has not suffered from keeping an old logo.

How is it some logos get "old" or "tired." Is it the logo or is it our perception? Is it just change for change sake? Is it some brainwashing (for lack of a better word) we have been given to think that this needs changed every so often if the company wants to stay in the forefront?

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Comment by Tammy Luke on January 22, 2010 at 5:38pm: Some brands, in my opinion, are having to re-explore their corporate identities until something catches and maintains their target audience. Even the "swoosh" logo for Nike, which is instantly recognizable today, was not their original logo. It wasn't even highly favored when originally introduced by the graphic designer! As you mentioned, Coca Cola has done extremely well with their product line. Perhaps the competition feels that need to develop a new logo to grab more attention.