How do you go about evolving the logo of an iconic brand? Very carefully. Preferably in baby steps.
Case in point: State Farm, the “good neighbor” insurance company, has carefully evolved its logo for the first time in 56 years.
The company claims that it wanted to make the logo a bit friendlier, and cleaner to reproduce better on-line and on mobile apps. No doubt, great pains have been taken not to make any significant changes that might lead customers to protest the identity loss of this familiar brand. Logos are like old friends, the ultimate visual embodiment of how we think and feel about brands. So, for famous brands, great care must be taken in how they are evolved to keep up with changing times. State Farm got it right.