This thread is so revealing. It reveals just how totally brainwashed the majority are IMO. Honestly, I can't get on board. If I like a certain brand of rye bread, if they change their logo/packaging, I just think it's disingenuous and mind numbingly superficial to stop buying the rye bread I like, because I don't prefer the new branding change. The bread didn't change, just the bag it came in. Utterly re-diculous is my take on it. I just have to sit back and shake my head reading this thread, and hope that people un-brainwash themselves in their lifetimes and spend energy on things that actually matter.
Well the problem is that it isn't just the logo is it? First, they did change the product. Second, they changed their approach to the public. Third, it is up to the consumer to decide how they want to spend their money.
Also, your example of bread does not really equate. There is no connection of identity between a person and what bread they consume. There is a connection of identity between a person and the equipment they use when they play. As a player you are endorsing that company by your use of the product.
If a consumer wants to buy the product because they like the product, but then eliminate the logo from it to disassociate themselves from the company, they can. If they want to choose to not support the company because of any reason, they can as well.
Life is all choices, and in capitalist countries consumers have the freedom to choose what companies they want to buy from for whatever reason they want to, so even if it just a dumb logo and someone doesn't want to buy it they have that choice.