As noted in Tom May's recent recap of the year in branding, 2025 was a dangerous time to refresh an identity or roll out a logo redesign. Everyone has an opinion on design these days, and social media amplifies the loudest of these.
The result is that even the most routine rebrand can become a controversy. If it's a subtle refresh, people will say it wasn't bold enough and was a waste of money. Go too bold, and you'll be accused of ruining the brand or of being 'woke' simply for opting for a minimalist wordmark.
