Great read. I will be adding this blog to my Reader, for sure.
I would say that although most companies wait until their logo is "burned" into the memory of customers, changing up the logo is a definitely a practice that is done. Just think about when you watch a commercial on television, and you know it's Coca-Cola long before they tell you. Is it the music? Is it the certain shade of red? It's branding. The Economist is also known for its creative use of brand power; their advertisements often feature a very small version of their logo, if it's featured at all. But the same dry, sharp wit for which the magazine is revered, leaves no doubt that the ad belongs to The Economist.
I would say that although most companies wait until their logo is "burned" into the memory of customers, changing up the logo is a definitely a practice that is done. Just think about when you watch a commercial on television, and you know it's Coca-Cola long before they tell you. Is it the music? Is it the certain shade of red? It's branding. The Economist is also known for its creative use of brand power; their advertisements often feature a very small version of their logo, if it's featured at all. But the same dry, sharp wit for which the magazine is revered, leaves no doubt that the ad belongs to The Economist.
By the way, there is more information on the Dilbert-Google fiasco these two posts on the same blog: http://xooglers.blogspot.com/2006/05/theres-no-story-yet-plo... http://xooglers.blogspot.com/2006/06/brilliant-love-it-now-c...