Even logos of famous branding companies must conform to the core principles or their logos will not work and will need to be replaced.
Some designers have instinctively understood how to design identities that last. Those that have lasted the longest conform to the Core Principles of identity design.
When seeing the progress of these identities, several key qualities are shared in common, even though their specific designs are different.
Branding design is not just a modern pursuit; it has been practiced from the dawn of civilization.