The folks at The Logo Company ask Should a Logo be Timeless? No. Logos aren't simply a memorable graphic or a visual of the brand they represent, they are also largely dependent upon the medium they're seen on and the technology to view them. An automobile logo is on print, on the web, and on the car… so it must be designed to both be representative of the brand and viewable in a complementary manner on all the mediums… and the grill of your motor vehicle.
Years ago, logo design incorporated how the logo would look like in black and white or on a fax machine… these aren't mediums we're concerned with nowadays. Logo styles mature over time as well, and it may be important to simply keep looking like a fresh brand. In the future, I'm quite confident that three dimensional, layered, or motion logos will become more prominent as our devices support them. There are ton of logo resources out there to keep up with how logos are progressing.
We recently updated our logo at DK New Media, from:
That version was a combination of the D and K in an image that was supposed to be indicative of an eye looking to the future. No one really got that, though, and jokes of Batman wings ensued. Our graphic designer, Nathan, took charge and developed a logo that represents us well. We take different, custom routes to drive results for our clients upward. The new logo:
Here are some evolutions of popular logos from The Logo Company: