I just saw a piece on NBC about how Gap changed its logo and then changed back to the original after a whole lot of internet chatter by graphic designers criticizing the new logo. (Both logos below.)

Corporate identity is a huge issue for many businesses, and this one seems to have backfired on Gap. It is very, very expensive for a large organization to change its name: all printed materials, signage, marketing material, vehicle graphics, etc., with the old name and logo have to be changed.

So that got me to thinking about SMDC’s recent name change to Essentia Health. Personally, I don’t like the change: the name sounds like something thought up by a research group and could be used to market some kind of dietary supplement for seniors. And it kind of irks me that SMDC would spend the money to make this seemingly unnecessary move when so many people are fighting the high cost of health care.

Of course, I may be overreacting. Anyone else have a problem with the SMDC name change?