People fear change and cling to nostalgia. That's part of it. Another thing is people identify themselves with brands, so when the brand changes, it's like a pa

People fear change and cling to nostalgia. That's part of it. Another thing is people identify themselves with brands, so when the brand changes, it's like a part of them changes, without their input or consent (!!). That you've never known the old logo frees you from these constraints. I try not to care about corporate logos too much, but I have to say I was little betrayed when my football team changed their typeface from a unique font to a more generic one, because I feel that represents me and my city (even moreso than my city's local museum, whose new logo I don't prefer, but I don't let it get to me).