Evolving a brand identity can help maintain assurance that a brand is progressing and subtle alterations can subconsciously update and refresh a logo identity without alienating a target audience – Walker’s crisps have done this for years. Here are two nice examples of recent subtle logo redesigns…

The Mozilla Firefox logo redesign for version 3.5 of their internet browser was opened up to public scrutiny, exposing the process of redesigning a logo and prompting the public for their critiques. 13 iterations later and the logo was finalised. You can read the full story here or view the final official post where you can view every iteration and step your way through the design theory and branding process here (see the links a quarter down the page). All credit to them for opening it up to the online community, but I can’t imagine putting up every two (or four or eight) hours worth of work up for general public feedback before proceeding. Specially when most of the variations are things that you can decide upon yourself or in feedback from the client in a simple exchange.

Next up is the Victoria’s Secret logo – not as subtle as Firefox redesign, it resulted in a more distinct wordmark. ‘The problem with using [the over used] Trajan as the logo for Victoria’s Secret is that it is no different than, say, Will Smith’s I am Legend or a hundred other movie posters. Mucca Design has developed the logo of Victoria’s Secret to something that’s more unique and well crafted, taking the basic letterforms of Trajan and finessing them ever so slightly. And amazing how looser tracking adds elegance to small caps.’ – Brand New. Mucca have also created a monogram, see it and read more here.

(Opinion: Jon Price – Designer)