News / 03 Feb 2025

Heritage or Reinvention? Daniel Andersson Weighs In

Why do some brands embrace the future with bold logo redesigns, while others draw from their past?

FutureBrand North America’s Chief Creative Officer, Daniel Andersson, broke down four of 2024’s most notable logo refreshes for ADWEEK, exploring why some brands lean into heritage while others make a clean break.

From Mountain Dew to Lord & Taylor, Jaguar, and SanDisk, discover how these brands balance legacy and reinvention.

Read the full article in ADWEEK

Heritage or Reinvention? Daniel Andersson Weighs In

More thinking

Rhode to Retail: Queenie Lo Speaks to Vogue Business on Brand Transition

Daniel Anderson speaks to Ad Age on HBO’s Move to Max: Why Simplicity Worked, In the End

George Gottl on What Branding Can Learn From Hollywood