Design Implies Shape
The very word design implies shapes that have been made with deliberation. When it comes to identity design, that often means simplifying, getting things down to the essence or more refined shapes. This usually results in a more recognizable image, which is exactly what good identity design is all about.
In the samples shown, it is not always about going from a poor identity to a good one. Sometimes this is about incremental improvements and subtle refinement, as in Kellogg’s case. In other examples, refinement is giving better visual clarity with simpler and more elegant shapes.
Adapted from Logo Design Theory: How Branding Design Really Works