Modern brands and logos tend to be more playful & not as strict as in the past, not even with the shape, form, color or type font. This practice becomes widely visible in the digital world where things can be created, revised, shared, and changed again overnight. The time of strictest shape, form, color or type font of a logo, therefore, has long gone. The concept of identity, personal or brand, has been drastically reformed over the past decade. Great examples include google, apple, airb&b, nike, and the like. Those leading firms reconfirm that the essence of a brand is much more than visualization. As long as the audience can recognize the brand, then it’s ok.
Modern marketers should be well aware of this fact. The different appearance of a brand or logo is also a test of its strength, whether the audience can still detect the brand in its variations. Of course, not everyone responds positively to the variations, particularly among followers who are emotionally attached to the brand. Even a tiny change can mean a big loss, and people almost always mourn. (Change essentially is a form of loss, but that’s an issue for another post.) If interested, read more on the topic of “brand variations”.