Fully agree. Most trademark brands are for visual, that's how they differentiate, so yeh, billboards, packaged goods, wayfinding, vehicle decals, uniforms, sponsorships - mostly all is visual.
I'd change my name too if it had a history of poor performance. Out with the old and in with the new can sometimes help, but not always. Look at twitter X, how ridiculous imo. Even the late singer Prince was ridiculed for being that symbol formerly known as Prince. But Prince had an excuse for his name change, he was on some super dooper tripped out drugs.
I'm not sure if I'd choose the codefai name, its a bit too unusual, also sounds like CO-DEFY, like a conspiracy to defy as a company, but I prefer the joke they may have missed the "L" at the end, that was quite funny, thanks. I love the Tyneside acronym, just hilarious!.
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