If a brand needs to be reenergised, something more than the logo might need to change. Simple, bold, easily identifiable marks possess a timeless quality.
Commitment to an identity program over a defined period of time makes sense, though identity programs are made for reinvention. Organisations often coordinate program changes with scheduled events: a product launch, a trade show, an advertising campaign.
Brand identities reflect and evolve with customer needs. Foundational brand attributes form the character of an organisation. These do not change; a sense of reliability and continuity depend on that. The evolution of a brand identity is usually the translation of baseline attributes for current conditions. Change is inevitable, but the rate of change for a brand needs to be a strategic choice.