> I've never seen a major brand complete a redesign without at least a little backlash. People have a natural preference for what's familiar, but in time new br

> I've never seen a major brand complete a redesign without at least a little backlash. People have a natural preference for what's familiar, but in time new brands tend to grow on you. OTOH, maybe it's because all the major brand redesigns you've seen have been complete crap... This wouldn't be particularly surprising, because many modern corporate redesigns seem to be best described as risk averse pandering to fads (on the part of both the designers and upper management). As another comment put it, they tend to be very bland. [Of course in reality, it's probably a combination of the two reasons: many such redesigns are very poorly done, but even the ones that are decent risk backlash due to changing something that's familiar.]