Some days have passed and I've been thinking a bit about the new DA logo. The first time I saw it was when I clicked that "down the rabbit hole" thingie in my inbox, and I just thought "what the hell", but didn't care too much about, only realizing a few days later that is the replacement for . But now let me explain why I dislike .
1) DA likes to emphasise over and over again, how much they depend on the community. But the community was never asked. If the DA staff would really care about the community, then they would've worried if the community can identify with the symbol that it represents. Instead, they just put it right in front of our faces and say "Deal with it!". No participation of the allegedly valued community whatsoever. DA is the biggest art-related platform on the web, including professional design artists and enthusiastic hobbyists. Why not about a contest for the new logo, including a hefty prize for the winner. That would indeed include community participation. Instead, they hire an external company who does the job.
2) What the hell should this be? A "Z" for Zulu? A cactus?? A clipped swastika??? This symbol rather looks like a $, % or even a ≠. If I didn't knew that was the DA logo, I'd think it would represent a financial services provider or a tax accountant company, and not a platform that deals with art and creativity (or is it a subliminal message like "money over art"?). A logo that needs a whole lot of explanation to be "understood" is not well chosen, it's just pretentions. Nobody needs to explain the logos of Facebook, Apple or Twitter, those speak for themselves. If you want to create a new logo that has nothing to do with the name brand that it stands for (such as the Facebook-f, the apple from Apple or the Twitter bird), make sure it looks at least unique and immediately recognizable, like the Mercedes star or the Nike swoosh.
3) Look for platzkart.ru, a site that launched around 2006. Maybe it's a coincidence their logo totally looks like . If it is a coincidence, then it's another proof how arbitrary and random is. If not, than this is a blatant ripoff (a.k.a. art theft). BTW: The external company already made a logo which looks very alike .
4) The arguments that are PRO the new logo are "It's only a symbol", "You will get used to it", "Change is always good", "DA is private property" or "Stop complaining", which are no arguments at all.
After all, there is not much we can do. DA won't change its logo back. Somebody very important must have made that decision a long time ago. Their importance must outrule the voice of the community, or else they would have thought twice. It's just sad that the DA staff loses the contact to the base more and more. Maybe it's time for an alternative. Or for a thoughtful change.