You must have noticed that the new Airbnb logo's causing some pretty lively debate (and, of course, some cringe worthy parodies too).
The cliché seems to be true: people don't like change -- and they get especially tetchy when you mess with the brands they love.
With that in mind, we thought we'd take a quick look at just some of the most controversial redesign and rebranding jobs of recent years.
Starbucks logo, 2011
The Starbucks logo has been revamped three times over the years, but it was the changes they undertook to mark their 40th birthday that really rubbed people up the wrong way.
Despite the fact that the new version -- which the company described as a "natural evolution" -- was hardly a world away from the previous one, they received over 500 complaints about it on their blog.
iOS 7, 12013
The new Apple operating system was met with criticism, frustration and even accusations that it had been created in Word.
Subsequent versions went on to address the bugs and quietened much of the negativity, but most would agree that Apple's crown had already irreparably slipped by then.
Royal Mail becomes Consignia, 2002
Despite the fact that their name had worked perfectly well for over 360 years, Royal Mail rebranded to Consignia in 2002 to better reflect the breadth of services they offered and keep up with modern-sounding competitors like UPS and FedEx.
Non too surprisingly, they went back to the old name 15 months later.
Gap logo, 2010
Gap's attempt to make their 1969 logo younger and fresher looks more like branding for a start-up software company than a clothing retailer...
After it was widely slated by customers, they decided to scrap the redesigned logo and reverted back to the original just over a week later.
Divorce becomes 'conscious uncoupling', 2014
When Gwyneth Paltrow and Chris Martin announced their separation earlier this year, they coined a whole new pretentious phrase for the act of divorce.
People hate it -- but yet they can't stop quoting it.
Disney princesses, 2012
Two years ago, Disney updated the look of their princesses to fit with the modern market.
This seemingly involved poofing up their hair, putting them in flashier outfits, softening or exaggerating their features to fit with modern perceptions of beauty, and even lightening the colour of their skin.
Given the influence this massive conglomerate holds over children the world over, it's no surprise that people were unhappy to see the beloved characters messed with.
Facebook newsfeed, 2013
When Facebook decided to give the newsfeed a complete, dramatic overhaul (which involved separating content out into different categories, more menus and a lot of confusion) the backlash was quick and brutal.
They went back to the drawing board and returned with something less revolutionary the next year.