PokerStars have changed their logo to create a more consistent appearance across all of their brand names, but in the current climate, will it make much of difference to their customers?

PokerStars has changed their logo.

Phasing in of the new logo (seen below) began January 1. The old one will be annihilated completely by the end of March. The decision to make the change comes because PokerStars are no longer an online poker company. They are an online gambling company.

The new style brand will allow them to have consistency across all platforms such as PokerStars, BetStars and StarsDraft. It makes sense. Each new business will look great with the same logo design. But in the grand scheme of things, taking into account their current dispute with their customers, it reminds me of a piece of writing on branding I read from the amazing Bernadette Jiwa.