Hacker News Reader

Parent Full thread

systemicdanna

My guess is that there are many reasons to redesign a logo like that. It looks:

1. Elitist (who speaks Latin?)

2. Forgettable (show this logo to a student from India and then ask to pick it out of 10 similar coats of arms)

3. Ugly (subjective, but... thick curves everywhere, all caps words with hyphens, 3 crowns?..)

4. Hard to adapt to new global use cases (too detailed to make small, too confusing internationally)

5. many more reasons...

View on HN

Those are indeed valid reasons, but they literally stated exactly why they changed it: "to signal commitments to (1) digital transformation and (2) diversity & inclusion". That quote comes directly from the people who changed the logo themselves.

The sensitivities of the modern world require careful phrasing. My guess would be that "diversity & inclusion" means things like it's too elitist, hard to grok to people in new global markets, and the "digital transformation" bit means that it's too hard to resize and too hard to reuse in different context (e.g. the new logo could zoom in on screen and act as a portal into a virtual experience, the old logo is very cumbersome).

Reply on news.ycombinator.com