Do you want "talk" about a new logo?

Old and new Netflix logos.

A new post on Fast Company Design today raises the question of why there has been no public comment about the introduction of Netflix's new logo. The bigger question for integrated communications is when -- and when not -- a corporate branding change needs to be "news."

By not treating the new logo as news, is Netflix implicitly asserting that the logo change has insignificant value to the company (to customers, to investors)? By not having a traditional PR initiative surround the launch of the new logo, Netflix may have raised more questions than the whole topic deserves. It is probably not of the consequence of Quikster ("the worst product launch since New Coke," Mashable), but it does show again Netflix's continuing ability to thrive (dominate) in its sector while still seeming to make dubious branding moves.