One of the most common criticisms of rebranding (and in this case, I’m focusing on the corporate identity—or logo redesign—aspect of rebranding) is that it isn’t necessary. Founders and loyal customers alike often become wedded to the original mark and wonder why a change is necessary at all. But in most cases, a logo becomes dated, irrelevant, and tired with time and use (and misuse). Some notable examples of timeless logos are Coca-Cola’s iconic script or the Ford Motor Com