Launching a new logo? Expect to be trolled

From Slack to Zara, it seems no company can escape a logo rebrand unscathed, writes 99designs’ Pamela Webber.

New logos for well-known brands have always resulted a certain level of hand-wringing and general dismay. But as this age-old conversation moves out of industry publications and increasingly on to social media and other public online spaces, our collective aversion to change has been amplified to an extreme.

Social media—and Twitter in particular—has a tendency to bring out the worst in human nature, and it’s human nature to instinctively reject the unexpected. New levels of outrage and vitriol have become an accepted response across a variety of topics on these platforms, and brands unveiling a new logo now have to treat the exercise almost as a stress test: they expect to be trolled.

“Was this kerned by a robot?”

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