Can a brand successfully change its image?

I was just running the app updates on my smartphone, minding my own business, and suddenly there it was.. This new, weird looking icon was looking at me and I didn’t recognise. Do I panic!?

-99% of the consumers

With every radical brand revamp there’s a majority of people struggling with the change. Adjusting to change is difficult, I know. But where does a redesign like this come from? Obviously a logo is not just an app icon you tap everyday, it reflects the identity of a brand and in extent the company.

A brand …