[davidivadavid]

Meh, it depends.

Large companies often do it. Microsoft has rebranded their visual assets a bunch of times. Doesn't seem like it was particularly ominous. Some companies in very competitive verticals are often built on their branding.

Some companies do waste a lot of money on debatable rebranding efforts (Uber / HP, etc.). It's a mixed bag.

[partiallypro]

Except Microsoft's Windows logo is merely an evolution of the previous, which keeps the brand identity but refreshes the look, this one is not. The new Microsoft logo builds off of their existing brand and brands. Same for Apple, same for basically every big brand, even Google. Slack...messed up.