Does a logo need to get overhauled every so often to show the brand has a fresh identity? Or should it stay mostly the same to maintain consistency?

The answer seems to be that it depends on the brand, the logo, and the circumstances.

An infographic (below) from DesignMantic examines how iconic brand logos have changed over the past 100 years, with some undergoing radical transformations and others merely getting tweaked.

It showcases the evolution of the logos of more than 50 well-known brands, including Coca-Cola, Guinness, Colgate, and Goldman Sachs.