An established brand changes its brand design/ logo, and there you have it – the eternal debate between the old and the new, the classy vs. the peppy, the understated vs the wannabe. Usually its just a manifestation of people wanting to cling on to something they loved, but sometimes the rolling stone gathers a bit too much moss. GAP and Tropicana have learned the lesson the hard way , and judging by the initial reaction to Airtel logo (on Facebook and elsewhere), I guess things might just be heading in similar directions. So what is the deal with a brand logo? My very limited experience of presenting in a couple Ad-Design competition had me memorized (more or less) my introductory speech when the logo part came in. A logo is judged on its aesthetic values – the colors , the fonts , how it fits with the overall brand image , on reproducibility and on the story it tells (I believe that every logo should have a story). But I guess, in the end its just one thing – RECALL VALUE, RECALL VA