We recognize brands based off of the logo and font that is used. People love being able to recognize a brand they have always used and hate when you change the logo or slogan to something "new" in hopes it draws in a new crowd. Like when Gap tried to change their logo, people let them know they HATED the new one and wanted them to bring the old one back. You have to appeal to loyal customers and also try to be fresh enough to bring in new ones.