Oliver Reichenstein wrote a fantastic article about Yahoo!’s logo redesign and the problem with focusing just on aesthetics:
The hard part of rebranding a giant like Yahoo is not how the logo looks. It doesn’t matter so much if some dislike it. A logo is not decorative, it works more like an icon. It needs to be clear. Brands create orientation. The most beautiful toilet sign is useless if men constantly walk into the ladies’ room.