Nobody cares about your rebrand

Your customers didn't ask for a new logo. They asked for the thing you promised them to actually work.

Rebrands are internal theater. They feel monumental inside the company. Six months of workshops and mood boards and arguments about shade of blue. The CEO has opinions about kerning now. Everyone is exhausted and proud.

Then you launch it. And nothing happens. Because your customers never thought about your logo in the first place. They were thinking about their own problems and whether you solve them.

A rebrand is the most expensive way to avoid the real work. The real work is making something people talk about. Not because you told them to. Because they can't help it.

If your product is remarkable, your brand takes care of itself. If it isn't, no amount of typography is going to save you.