The ever-up-to-date logo
The logo should never obsolesce, it should be timeless. Creating such a logo is not easy. These days, what was modern yesterday, is already "out" today.
A good approach for a "timeless" logo is to avoid "modern" elements. I'm not saying you should create an out-of-fashion logo, but rather omit elements that are currently particularly "hip" or modern. That is because these kinds of elements tend to be superseded quickly.
If you can't achieve this timelessness, a logo can become obsolete even though it was once zeitgeisty and well-received.
Unfortunately, the result is that the association of the out of fashion logo is carried over to the product or company.
Luckily, though, most logos develop a kind of own identity over time, and are no longer subject to these vogues