Not every logo merits a renovation

If it’s done for the right reasons, we’re obviously all in favor of renovating or re-branding logos to make them more impactful, contemporary or relevant.  But there are cases where it may be ill-advised to mess with success.

1966 Ford logo proposal by Paul Rand

Case in point: Paul Rand is considered one of the true giants of 20th century graphic design, and this article from the New York Times tells of how he almost significantly revised what it nowadays one of the world’s most recognizable logos.   But Ford – literally, Henry Ford II, head of FoMoCo in those years — thought that the update was “too radical.”

“…After some deliberation, Mr. Ford finally decided that, when it came to the family name, what was good enough for his grandfather was good enough for him.”

Interestingly, the story points out how the Ford oval logo was actually pledged as a collateral asset when Ford secured a multibillion-dollar credit line several years ago…a credit line that allowed them to avoid taking Federal bailout money.  Which may make it one of the only certified valuable brand marks in business history.