Imagine if Apple was still using their original logo designed by Steve Jobs and Ronald Wayne. Your iPhone would not look so cool with Isaac Newton sitting beneath a tree with an apple above his head just about to inspire him. Most people are not aware that the Apple logo derives from the noggin fruit hit on Sir Isaac Newton, not the Adam and Eve apple. Apple is not the root of all evil, as many think. Many companies have changed their logos and experienced growth in sales. Companies like Coca-Cola have not changed their logo for over 100 years, and remain a classic. Not too many companies are in that league. Change is good for some and others not too good. Tropicana tried to tinker with the logo and went too far, too revolutionary for some and the company paid the price. Tropicana veered too far and not slowly weened people to the new identity, so much that the product looked like a knock-off of themselves. Their straw going through the orange disappeared and the radical change was not met with enthusiasm, the criticism was so harsh that the company returned back to their roots.