A sample size of one, but, I was able to pick out the correct penny immediately, and coincidentally, I work in marketing (but more technical marketing than anyt

A sample size of one, but, I was able to pick out the correct penny immediately, and coincidentally, I work in marketing (but more technical marketing than anything brand-related). In defense of the brand folks I know, I don't think any of them would say that the ROI from a well-designed logo is your ability to pick it out against a fake one. Sure, a poorly-designed logo would be one you would not be able to recall, but maximizing ROI from a logo is not maximizing your recall of it. When my company rolled out a new logo a few years ago, some of the biggest selling points were making it consistent and easy to use, particularly in conjunction with our product names, which reduced time spent by marketers working around a hard-to-design-around logo. It also focused on make our workmark clearer, which was a real issue because even a large number of our own employees mistyped our company name as CamelCase instead of two words, which has real implications for trademark defense. Yeah, sometimes logo refreshes are unnecessary. But not always. More often than not _you_ are not the end user benefiting from the changes.