Often times when a company is searching to reposition itself in the market they will engage in a brand refresh. This is always a big risk and sometimes a massive failure (remember the new Gap logo?), but if done effectively can be a great success for the company. Fast food giants Arby's & Wendy's have both recently announced new logos in an effort to refresh their brands and I believe that one has succeeded and the other has failed miserably.
tags: Branding, Logo Throwdown, Web Design,