Quite honestly, most of us were complaining that the WT was not making changes and were out of date in almost everything. And rightfully, change is good because it should represent examination and acknowledgment of need to change or improvement.
What cannot ever be ignored is this is a corporation, a business. All decisions are made to keep the corporation/business afloat. That is all it is. New look, new marketing plan to keep the interest of the faithful so that they can think what they are doing is relevant.
The old folks, like me, find this new branding really odd...I sure didn't see this coming. But gotta hand it to them...it's SLICK!. They are distancing themselves from the past.
I thought it was so interesting one of the threads here about a discussion with a 30 something JW, and all she could say is "go to jw.org and all your questions will be answered.
It's amazing. Really amazing.