One presumes that when you're an online travel company with an apparent valuation in the region of $62 billion you have to be careful with absolutely everything.
Yet some might consider how ride-sharing giant Uber has seemingly jumped the shark a touch with the amount of effort it has put into explaining the changes to its logo this week.
The company appears to have put as much emphasis on its new design and branding as many would hope it does into tackling the various legal difficulties it faces around the world.
Here it is:
Right, so a new font and a new app icon, look and feel, etc.
But the commentary which has been released to coincide with the release of the new branding (which includes some colour and design work for its city pages) is something to behold, not least because the company claims it is revolutionising a way to connect technology and people.
"Until a few short years ago, atoms and bits existed in entirely different worlds. But then, something happened. At Uber we asked what if we brought those two worlds together, what would that look like? It looks like this...."
Celebrating Cities | Uber from Uber on Vimeo.
And if you REALLY want the inside story as to how Uber got its head around such fundamental issues facing its "radical rebranding", then head over to Wired for a 3,000-word explanation.