Why didn’t they tell us?

Why didn’t they prepare the masses for this wild alteration?

This is worse that when they became Qwikster for a day. Even then, they made a fanfare about it. A very, very bad video, too.

Yes, not only has Netflix slipped a new logo out into the world, like an unwanted three-legged kitten, but the company’s not commenting either. (I’ve tried to ask, beg, and plead. Just for you.)

This is just no way to treat your customers, is it? Or perhaps it is.

Logos when released with all the lights and ballast of PR tend to force real people (and the media) to have an opinion. Suddenly, everyone is declaring it the worst change since branding began.

Often, though, logos become a part of everything else that goes on around the brand, rather than some separate entity that designers will say is sacrosanct in its glory.

When something merely emerges by stealth, there’s a certain playful tease. It might even invite an “Oh, by the way. Did you see?”