Slack, considered the “unicorn of unicorns“, just changed its famous colourful hashtag logo and needless to say there are mixed reviews.
What I always find so interesting when something like this happens is how intensely people react to logo changes (think Spotify logo change outrage). What this seems to stem from is when users of a particular brand have a strong affinity for that brand, the change is seen as an attack on what they know and that brands identity. And the user begins to question if the brand they love so much will continue to be the same one they have grown to know and cherish.
The risks are high with a logo change and often simply seem like they are worth it. However, if a company is making changes and utilizing the logo change as a way of communicating how they are changing and growing it can certainly be a positive move.
For me, at first glance I’m not a fan but I think I’ll give it some time before too much judgement.