Since I'm reading a lot of angry comments here, let me add a bit of thinking behind how these things happen without taking a side. Been designing for companies (probably just 10% branding, mostly UI/UX) for more than a decade.
Rebrands always get a ton of negative press, but almost always the reason why companies try to do so is not what it seems from the outside.
For example, when Dropbox did their big rebranding (sure they kept the name, but I can remember reading the same comments when it happened) I happen to know that their reasoning is not what many people would think of.
Dropbox hit a growth plateau. The growth they had gotten from the engineering community where it started was slowing down.
They decided to reposition and rebrand their company to a new more creative community. This seems to have had some help in continuing the growth curve.
Many of these rebrands get a ton of negative comments, but you have to remember that the rebrand is not meant for you as an existing user/customer/fan/etc. it's meant to help reach a new audience. To push growth. Tap into new markets, please a board and show that you're moving forward to some exciting destination at the horizon.
When looking at rebrands, try to think of the business decision behind the scenes as to why these might have happened.
Rebrands always get a ton of negative press, but almost always the reason why companies try to do so is not what it seems from the outside.
For example, when Dropbox did their big rebranding (sure they kept the name, but I can remember reading the same comments when it happened) I happen to know that their reasoning is not what many people would think of.
Dropbox hit a growth plateau. The growth they had gotten from the engineering community where it started was slowing down.
They decided to reposition and rebrand their company to a new more creative community. This seems to have had some help in continuing the growth curve.
Many of these rebrands get a ton of negative comments, but you have to remember that the rebrand is not meant for you as an existing user/customer/fan/etc. it's meant to help reach a new audience. To push growth. Tap into new markets, please a board and show that you're moving forward to some exciting destination at the horizon.
When looking at rebrands, try to think of the business decision behind the scenes as to why these might have happened.