Is a logo forever?

I recently wrote a story about the ongoing rebranding of Gold's Gym. One thing that is staying the same is the company's logo -...

I recently wrote a story about the ongoing rebranding of Gold's Gym. One thing that is staying the same is the company's logo - the muscle-guy holding the bending barbell. David Reiseman, the company's director of communications, says the logo has "high-brand recognition," reflecting forty years of "expertise and heritage."

This weekend in The New York Times' T Style Magazine, there's a column that looks at both sides of the fixed vs malleable logo debate. Saks Fifth Avenue is on it's seventh logo in nearly 70 years and, while there's some resemblance among a few, the latest version is a pretty big departure. Not only has it changed, the logo is distorted on the shopping bags, obfuscating what normally serves as a moving billboard as customers move about the city. Good idea? Bad idea? Toss in your two cents.

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