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Chuck:

I had never heard the term, "Foundational Illustration" before. It certainly fits the Charming Wall site and certainly helps them brand the business.

The idea itself has me extending the concept of foundational illustrations to a new class of branding element right along side of name, logo and tag line.

This caused me to think again about companies who adopt an ever-changing logo as part of their identity package.

I know several organizations, notably Nickelodeon, have pioneered in making the illustrative style the dominant logo characteristic. Nickelodeon frequently changes subject matter in their logo - one time a blimp, then a hippo, then a rabbit in a hat. The continuity is the illustrative style and the name, not the image itself.

I have mixed feelings about the technique.

It does provide some continuity, and a uniqueness that demands attention. On the other hand, it does not provide immediate and powerful recognition for the company. As long as a lot of other companies don't jump on this particular band wagon, I believe it can be effective. But if a lot of companies begin to do "flexible" logos, confusion will surely be the result.

Thanks for that Martin. I agree. As long as it is a unique approach, it probably works.

Google's approach addresses your concern. They have an established logo but often add elements to it to celebrate a particular holiday or occasion:

http://www.google.com/holidaylogos.html

Other organizations could use the same approach to add elements that keep it interesting, and then follow each occurrence with with a period of time to re-establishment the foundational brand.