If the cost of that redesign was a few people for a weekend, that had to be seen as a smashing success. It's the years long process to remove serifs that are bonkers.

The cost of replacing everywhere that uses the logo, and making sure the new logo works well in all those locations is generally orders of magnitude more than coming up with the new logo. Especially if, as is often the case, they want everything to switch over to the new logo at the same time.

It’s funny to see new Taco Bells get put in and have the branding be totally different than what I remember as a kid.

Or it was an instant destruction of value? The old logotype was great in many ways. The original "logo" of the web.

Hmm, actually looking it the 1994-1995 in Times Roman would still stand up today. The 1995-2013 look rather date design language... There might be nostalgia, but still. Some times I see point of changing it.

A mistake made over a weekend is better than years spent making the same mistake. Though obviously, not making a mistake would be better.

I think Coca-Cola is a funny example here. They have had the same logo for over 100 years now, and people identify Coca-Cola with that serif logo. It seems like things are working great for them financially. So yeah I don't know how meaningful changing logos really is.

Even though it follows the same basic pattern, they’ve redesigned and updated at least once every decade to keep it fresh. Latest redesign was in 2016.

https://www.coca-colacompany.com/au/news/trace-the-130-year-...

Oh I didn't know that.. thank you!

Ford is arguably another, although they didn’t use the logo continuously.