The New York Times

The New York Times nameplate The Gothic, or blackletter, name on the front page goes back to founder Henry Jarvis Raymond, and it has been refined rather than replaced ever since. Its best-known revision took effect in February 1967, when promotion art director Lou Silverstein redrew it on tracing paper and hired lettering artist Ed Benguiat to do the final ink drawing. Silverstein also dropped the period after Times, which had been part of the name for more than a century; he recalled the production manager working out that losing it would save about $600 a year in ink. Compare an old front page with today's to see how much a revered mark can change while still looking the same.