The goal for a company’s logo is to gain a social identity and make an impact. There is many of reasons why a company would spend millions to showcase their brand with a new logo or even change their name up a little. The most obvious reasons would be to stay relevant in the constant changing market, the company being under new control, or simply just because. However some businesses change logos to detach themselves from a negative past, or to attract a different market. For example Dunkin’ Donuts changed their name to “Dunkin'” in order to appeal to more people than just the ones that want donuts. They don’t want to specialize in the donut part, more so the coffees and drinks that they offer while still keeping the original “Dunkin Donuts” vibe.
Dunkin’ Donuts before and after