In his early days, the Michelin Man chomped on cigars and guzzled champagne. While hard to believe now that a tire company would endorse drinking, there was a method to Michelin’s madness.

The character’s habits appealed to those wealthy enough to buy a car at the dawn of the automobile. In time, of course, he dropped his vices and became the amiable fellow we know today.

The point? Long-lasting brand icons, like brands themselves, need to periodically freshen up. Sure, they must remain recognizable over time, but they also need to stay modern.

To learn more about the complicated beginnings and continuing evolution of some of the world’s most beloved logos – from Coca-Cola to the peace symbol – check out these excerpts from the new book, TM: The Untold Stories Behind 29 Classic Logos.