Whale Speak

I’ve given it a little while to sink in, but I have to say I like it.

There seems to have been a lot of negative reaction to this, which might seem a small issue, but it’s always strange when a well-established company changes some part of its branding. It reminds me of the changes Apple made to their logo, from the rainbow apple to the glossy white.

In both cases, there is something I like about the original, something comforting, perhaps nostalgic. But this is a warning signal: I never like to make decisions based on nostalgia. There is something in our minds resistant to change and it fights to keep the familiar, even when the new is better. For this reason, when you make a change to anything, you shouldn’t expect a wholly favourable reaction.

I think in a few years this new look will be firmly entrenched and seem completely natural.