A better example might be Pepsi, who have changed their logo / branding many times over the years but have kept consistent, recognizable features: http://logot

A better example might be Pepsi, who have changed their logo / branding many times over the years but have kept consistent, recognizable features: http://logotalks.com/2009/03/05/new-pepsi-logo/ http://logotalks.com/2009/03/05/new-pepsi-logo/ Their 2009 logo takes these recogizable features even further, making the loop on the p's circular and adding the wave to the letter "e".