Yeti’s logo is simple: just its name written in an all-caps sans-serif font, placed within a rounded rectangle. But to speak to new consumers, they’re getting rid of the one element that gives it ...

“The re-branding no one asked for….” someone wrote. “Y’all better not be changing names or anything!” another added. “Don’t you dare…” a third chimed in. They were far from the only ones. On Wednesday ...

Yeti’s new logo swaps its name for various four-letter words. It’s a smart idea that also reveals the risks of minimalist branding. Yeti’s logo is simple: just its name written in an all-caps ...