Brands go to Sans Serif fonts and uniform logos.

Reasons?

• "modern utility": Cleaner and more legible, they are better suited to a variety of media and work particularly well online. The purity of these fonts allows the brands to be an empty vessel, ready to accommodate rapidly shifting trends.
• simplification: to being a trusted, dependable part of people’s everyday lives.
• Brands are also defined by their products now: they become words and does not need a big logo.
• readability: even if it is becoming less of an issue

Shoot for simplicity and legibility, but keep your distinguishing features. Don’t throw away what the brand has been working on for decades.