A logo must be diverse enough to work across outdoor ads and store shelves to Web and mobile spots, or a company risks looking out of place in the digital age, writes Emilie Futterman. A logo redesign may be "necessary for a company to move forward," but in the cases of Gap and Tropicana, they can also cause major consumer backlash, Futterman writes. This article looks at nine recent logo changes, including Motorola, Wendy's and eBay.

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