Brands change every few years or so. An example of this is how Google's logo is now in circular form, they changed it in order to fit in with the industry. Dunkin Dounuts has changed their logo in the past few years as well. Cereals keep thier logos, but in recent years they have strayed away from using them. The mark that your brand has represents your company. It determines how you view the company, with either a mature or a fun point of view. They work so hard to keep up their image to their demographic.
In essence a logo is set in place to represent a company, it's their namesake, and their pride.
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