This name is conversationally awful. Previously one could trivially identify CoreOS as a linux distro to someone. Now what are they supposed to say? container linux? it sounds like someone misspoke, what is it you're saying? you use containers and linux?
There's absolutely nothing distinctly identifying in the new name, nothing distinguishing it from other words expected in the relevant topic of conversation.
And pointing out that keeping its name all lower-case is to be consistent with the rest of CoreOS projects is a bit weak when clearly everything else has a succinct and short identifying name then this black sheep ambiguous mouthful of "container linux" shows up. Come on guys!
And what is up with this new logo, what does it even attempt to represent? Clearly Tectonic is the new shiny and this didn't receive much thought or investment.