With new trends constantly emerging, many brands feel the need to ensure they stay on-trend, to keep current and engaging. Brands generally need to be instantly recognisable, whilst effectively representing the business personality and core values, to fully realise marketing aims.
To achieve continual success, brands should be prepared to adapt and transform with the times, and change to meet target market demands – the majority of company branding has seen occasional change over the years. For example, petroleum giant, Shell's, original logo was much simpler and didn't feature their distinctive yellow and red colour scheme. Modern technology has greatly advanced branding – now, bespoke, high-tech imagery can be produced much more readily than in years gone by.