Discontinuously continuous logo design progressions

Jet Airways and Airtel started their journey almost in the same decade (90's).

However, a few years ago, Airtel opted for a complete revamp of their logo, while Jet Airways retained the logo and modernized the identity. Both the businesses are very new in India, but changing consumers and changing business objectives forced both the brands to relook their logos and identities.

Airtel opted for a new logo while retaining the red and white colors. I do not know what the equity studies have thrown up, but it took me by surprise, just like it did to the pundits and millions of subscribers. Wisdom says to retain the elements, which made you successful and junk the baggage, Airtel, however, dumped the Avant-garde typography and retained the color instead.

Jet Airways on the other hand retained the "flying sun" logo and introduced the yellow ribbon as a contemporary element in its identity. Because losing the equity of the "flying sun" would have proved disastrous in trying to chase a new international image. Protecting the successful domestic market was also a key challenge which they achieved easily by retaining the logo, while it successfully managed to curve a new modern, young world-class airline imagery, by the introduction of a cheerful, fluid ribbon motive.

So in other words Airtel opted for "Discontinuous" change while Jet opted for "Discontinuously continuous" change.

Proctor & Gamble invented the term "Discontinuously continuous" which means the design must look similar to the earlier one in isolation and dissimilar when observed closely. So that you do not lose out on the equity of familiarity, affinity and instant reorganization built over the years and still try to modernize the graphics, like what Jet did, or what "Apple" keeps doing every now and then.

Discontinuously continuous is a very pragmatic approach for all successful heritage brands to keep in touch with in the ever-changing world; here are some classic examples of brands adopting this approach:

Apple Logo

BMW Logo

Mercedes Logo

Nike Logo

Volkswagen Logo