> [...] at some point the logos do start to look outdated, either because the company evolves or because the world is moving.
This is simply not true. If your logo looks outdated, 10 years in, it was never a good logo to start with.
Logos need to be timeless.
They also need to to be recognizable though.
These are difficult to align constraints and only a tiny fraction of logo designers manage to produce logos that satisfy both.
Otherwise I agree 100% with parent. Suits meddling in affairs they have no clue of. Been there and seen that at two companies with previously good logos.
Both are about change – as is caring for your newborn when it shat it's diapers.
Or another one: it's like me saying what you said is like saying 'Penne Arrabiata' is a dish "that needs revisiting" because it hasn't been changed since yonx.
Millions of Italians would beg to differ. ;)
If your competitor starts diluting your brand mimicking your package with a cheaper replacement with the same colors, you need to offer some different to keep the brand alive. Had seen that before in milk packages (with a successful defense changing the lid shape)
For example, the quirky eBay logo was a great fit for a startup during the dot com boom, but the way typical websites look changed dramatically since then and the company became much bigger and professional.
At some point, a logo that doesn't get updated does start screaming "this is a company stuck in a time several decades ago".