A paragraph of mine from an email discussion this afternoon:
"Clear, consistent use of brand identity exploits our species’ gift for pattern recognition by using many lightweight interactions over time to build trust & familiarity. The portion of our brains responsible for this pattern-seeking behavior is much older than the one involved with storytelling or narrative, and compels us in a more subconscious fashion. A new logo, seemingly arbitrary and with no historical precedent in the eyes of the consumer (who was certainly not in the room with us during the discussions about it), gets filtered out as noise when there isn’t any previous experience to attach it to.
Consumers, whether they know it or not, are looking for relative familiarity and consistency."