Why do firms refuse to change logos?

JAKARTA (JP): A company's logo is, in fact, comparable to someone's face. Meaning that by only a quick glance, people can identify the particular company right away.

It is more or less like looking at a familiar face and only by looking at it will you know to whom the face belongs.

Like a face, a company logo will be taken care of and be well-kept to gain people's recognition. Both the face owner and the company owner to which the logo belongs, will maintain their reputation so as to create a good image in the public eye or among consumers.

The main difference between a logo and a face lies in change itself. Only a few people change their faces (for instance, by plastic surgery), and, as far as possible, people try to keep the faces given to them by God.

An effort made by many people is to beautify themselves through the use of cosmetics. This is common among women, who care very much about their "logos".

Unfortunately, this kind of thing does not happen to a company logo. Innumerable companies have changed their logos already for all kinds of reasons to the extent that the companies to which the logos belonged have indeed "restructured" their faces in such a way as to turn them into totally brand-new companies, leaving the impression that the old logos have been long gone and forgotten in the process. …