Rebranding is generally a bad idea
I thought the font was fiddly, the swoosh was dated and the whole thing irritatingly inflexible (there was no stacked form, so it always had to be long and thin, which didn’t always suit the context).
The answer is that a logo is irrelevant to almost everything that determines business success, but changing it is an expensive distraction. As a result, it is almost always a bad idea.
If you look at the list of the top 10 most valuable brands in the world, very few have substantially changed their logo in the last twenty years.
Apple, Amazon, Coca-Cola, McDonalds, Samsung and Louis Vuitton have all entirely resisted the temptation to tinker so far in this century (a couple on the list, Louis Vuitton and Coca-Cola, also resisted temptation through the last century as well!).
By contrast, both Uber and Deliveroo (two recent startups that got big in private markets and then underwhelmed at IPO) distracted themselves by rebrands; in Uber’s case, twice:
