This collection of well-known brands shows you how important it is to retain your brand equity. Think of your brand as a bank account – it earns interest!

Alka-Seltzer have kept their two-tone blue colour scheme but have switched to a logo on two lines, probably as they switched from rolls of tablets to modern blister packs.

Alka-Seltzer have kept their two-tone blue colour scheme but have switched to a logo on two lines, probably as they switched from rolls of tablets to modern blister packs.

Our friends Fortnum's have retained their type-style and still put their logo onto two lines at times – now with better spacing though! Amazing to think these two pieces of graphics are 101 years apart.

Our friends Fortnum's have retained their type-style and still put their logo onto two lines at times – now with better spacing though! Amazing to think these two pieces of graphics are 101 years apart.

Nescafé have done a good job of evolving their logo whilst retaining all the key features.

Nescafé have done a good job of evolving their logo whilst retaining all the key features.

First produced in 1823 by James Pimm, Pimm's has evolved and grown its brand to symbolise Summer (just like how Coca Cola is trying to 'own' Christmas). Notice how the bottle has changed in design whilst looking completely familiar.

First produced in 1823 by James Pimm, Pimm's has evolved and grown its brand to symbolise Summer (just like how Coca Cola is trying to 'own' Christmas). Notice how the bottle has changed in design whilst looking completely familiar.

The Clarks logo has only had gentle modifications through the decades. I wonder how it will keep up and remain relevant in years to come...

The Clarks logo has only had gentle modifications through the decades. I wonder how it will keep up and remain relevant in years to come...

Lucky Strike has had a recent significant logo update but has kept the red, the circle and the two line text. It now has a more traditional look that, I think, wants to nod towards its history. How long ago, could you get away with an advert like this??

Lucky Strike has had a recent significant logo update but has kept the red, the circle and the two line text. It now has a more traditional look that, I think, wants to nod towards its history. How long ago, could you get away with an advert like this??