Commonalities between gradual changes in logos are that they are continuously updating to stay in trend. The things that makes a successful logo are: Simplicity (unique without being overdrawn), Memorable (will others know it by looking at it), Timeless (still effective after a long time), Versatile (applicable on various mediums), Appropriate (intended for its purpose).
We live in a world where everything is evolving. Brands need to reinvent themselves in line with the changing customer preferences and tastes. This is one the the main reasons companies change their logos conveying they are modern, constantly making efforts to to better themselves. For example, the Mercedes logo below has changed so often overtime to stay in fashion of the time period.
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