The article critiques recent corporate rebranding efforts, particularly Twitter's transformation into X, HBO's rebranding to Max, and Jaguar's new logo. It argues that the backlash against these changes stems not from a general aversion to change, but from the poor quality and execution of the designs. The author emphasizes that effective branding should resonate with consumers and reflect the brand's essence, rather than appearing generic or hastily conceived. Good branding, in contrast, is often accepted without protest, highlighting the importance of thoughtful design.
But while these rare catastrophes grab the headlines, most brands update their identities with barely a whimper of protest. And do you know why? Because they're actually good.
The Twitter-to-X debacle wasn't hated because it was different; it was hated because it looked like someone had five minutes to rebrand a global platform and just smashed the keyboard until they found a letter that wasn't trademarked yet.
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