When you are a young company you want to stand out, you want to have personality. You are disruptive, championing some new way of doing things. When you are mo

When you are a young company you want to stand out, you want to have personality. You are disruptive, championing some new way of doing things. When you are more mature (or at least want to seem like it) you adopt more mature brand language. No more the volatile, brash youth with risky new ideas. This is a trusted brand, for adults.