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I can agree some logos look old AND / OR there are some logos or designs that you get tired of after some time, but my point here isn't to tear down on every logo out there. "I'd say sufficient brand presence can overcome the fashion effect" "I don't think “that looks so 70's”, I just think “that looks like the IBM logo”" "I don't associate it with any ...

I would say that there are two main factors at play. 1. Perception of the technology to create the logo The logo that was possible in the 1920's compared to what became possible in the 80s, 90s, and today due to innovations in printing technology, digital tools, etc will influence what can be built and our subsequent perception. For example this black ...

The Bell Logo looking "old" is an opinion that I don't think is universally shared. Many would call Saul Bass's work timeless. Yes, it is rooted in a particular era, but not overly so. One could take that Bell Logo and stick it in a book of 80's logos and it would fit just perfectly. One could upload it to Dribbble today and it'd fit right in. Why? Well, ...

It probably has to do with how we perceive our state of technology and major trends that drive our society. Does it make sense? Sometimes, I suppose ... Look at the evolution of the BP logo. Throughout the year an outline and colour was added. Today it resembles a yellow and green sunflower probably referring to the customer's desire to purchase more ...

The general principle: styles come in and out of fashion. When they go out of fashion, they become associated with the era when they were in fashion, and things done in that style look of that era and look dated. So, for example, the 'Skeuomorphic' styles vs 'Flat Design' styles shift (as linked to by Anonymous) explains the Google Chrome example: the ...

I think in most cases with logo's familiarity breeds contempt. The more you look at something, the more you want a refresh. The very fact that we find very old things "cool", like the Mercedes, reinforces this as we are not used to seeing them every day. I didn't personally see the Bell logo as "old" as I am UK based and do not see it often.