Should Classic Brands Lose Their Classic Logos?

Photo Credit: Rafael Henrique 

A few months ago, Fast Company published a piece about multiple brands dumping their classic script logos. This includes Eddie Bauer abandoning its simple, elegant cursive wordmark in favor of a sans-serif font with a goose next to it. Johnson & Johnson also ditched its gorgeous, swooping letters for, you guessed it, a sans-serif font. 

Why are these companies, who’ve been around for over a century, throwing away their iconic logos for something quite bland? The reason Fast Company provides is a generational one: according to them, Gen Z can’t read cursive. This makes sense – in 2010, the US government officially removed cursive from the required curriculum for grades K-12. 

So, which legacy brand will reinvent its logo next? Could it be Ford, Cadillac, Hallmark, General Electric, or even Instagram? 

I find this really sad. While I understand that companies want to remain relevant and in the cultural zeitgeist, you lose something when you abandon your roots. There should be pride in having a company that’s stood the test of time and a desire to keep that legacy thriving. 

You have to find that balance. It’s possible to pay homage to your history while moving forward. And, let’s be honest, the examples of historic businesses revamping their logos are pretty dull. They no longer have that spark or a personality. 

Folks, particularly the younger generation, shouldn’t have a problem reading a company’s logo if said company has been around forever. Take Coke, or Coca-Cola, for example. Everybody knows what that is. A modernized look might make those unfamiliar with a brand think it was created yesterday. 

What’s modern today won’t be in five years, so why waste time incessantly reinventing your logo? Classic logos are timeless; they have everlasting life. Even if you’re rebranding, you should still retain that brand’s original essence. 

So, to the other companies thinking about ditching their iconic cursive wordmarks – take pride in your legacy. Celebrate where you came from and where you’re going.