You may know this effect from recent TV-shows: If one broadcast station airs a new show that kicks in well, it is promptly copied, a very similar concept is created, and a similar show is aired by the competing station or stations.

It's similar in lots of business segments, for example in the groceries market. Competition constantly increases here as well, and the products of a kind resemble each other more and more.

Often, you're standing in front of the huge refridgerated shelves, everything kind-of looks the same, and you can't decide what product to take because of this surplus of alike stimuli.

At this level of satiety, companies have to give their logo and its statement all the more thought - as well as the overall presentation of the product. Specific groups of buyers must be addressed, and the product must differ from the competing products, or it will drown in the crowd.

That's why such a satiety of the market is a frequent cause to modernize and update a logo.