IT'S NOT THAT 'PEOPLE DON'T LIKE CHANGE', IT'S THAT YOUR LOGO ISN'T AS GOOD AS THESE

Summary from the TLDR Marketing newsletter

People don't resist design changes, they resist poor design. Rebrands like Twitter to X, HBO to Max, and Jaguar's new logo failed because they discarded strong brand identities for bland and confusing replacements. In contrast, successful rebrands from Adobe, Google, and Kleenex showed thoughtful evolution that respected brand heritage. Good design simplifies, clarifies, and feels natural, while bad design does the opposite.