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Another important point not mentioned yet: Rebrands are rarely done internally.

Companies hire external brand design agencies, and they tend to hire a few of the same well-known ones, which also set the trends for the rest of the industry.

- 72andsunny (Dropbox, Instagram, eBay)

- Moving Brands (Netflix, Asana, BBC, Eventbrite)

- Red Antler (Casper, Alto, etc)

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Right. And they want their work to be recognizable, so they would be hired by the next company, so they create similar logos :)

So, I’m guessing that half a dozen people at those design agencies retire and we get to finally go back to some fun, playful, skeuomorphic UI? Perhaps steampunk, with AR glasses giving us notifications by ticker-tape? And 3D modeling tools that look like Bryce used to?

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