Like how you explain and conclude. Very well written. I don’t think Instagram did a very good job as I don’t agree with you that it is one that is easy to remember, it is just one more of those soulless ones — that I think is the main problem with the new style. But enough said about that logo :-)

Your thoughts about why changes is needed, I follow very much and do agree. It is sometimes the branding that help consumers to view the company as they really are or have become. This also apply for those working for the company that makes a rebranding.

Thank you for a good article.