It's no accident that popular brand redesigns are usually just fresh coats of paint on their existing visual identity. Apple: lost the rainbow, same silhouette

It's no accident that popular brand redesigns are usually just fresh coats of paint on their existing visual identity. Apple: lost the rainbow, same silhouette Google: still multicolored wordmark, but in a more modern font BMW: same silhouette, reduced color palette UPS: same colors and composition, simplified shapes Brands are worth money they engender loyalty: people become repeat customers from brands they trust. If they don't recognize your brand, why would they choose it?