This is the animation in Slack’s blog post announcing the new logo

When should a company change its logo?

Two good reasons and four bad ones.

Slack recently unveiled a new logo. As if on cue, there was a lot of consternation over the redesign. And like all logo re-designs of the past, almost no one will be talking about it in a month.

But why do companies like Slack change their logo at all? There are many reasons but most are not good ones. Let’s take…