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Your company logo should portray your brand allowing your audience to immediately recognise and identify your company from the image. Logos should not be too complex but at the same time should remain memorable. Logos do not have to necessarily be an image it can be a word or shape as well. Your logo should remain constant however adjustments can be made to keep up with modern trends but you should not redesign it completely as your audience will not recognise the association unless an extensive marketing campaign is done to inform the audiences of the new company logo.
Here are examples of logos that have used different design aspects and remain some of the most recognisable logos around the world.
Walt Disney Pictures
World Wildlife Fund (WWF)