i don't like the new logo, but i also think that virtually any change would initially be annoying, as it is a matter of having no personal memories attached to the new logo, i.e. lack of nostalgia. the new logo is a simply an alien foreign object detached from anything relatable. it doesn't serve as a proxy for memories the way an 'old' logo does.
when you see a familiar logo you think of things, driving on a highway and seeing the sign, some kind of fun road trip, going to a cracker barrel with friends, etc. thus over time people will grow to like/accept the new logo as they form new memories as it repetitively exists in the background.
somehow the logo becomes a bit more evocative if placed in the context of an imaginary history, it creates false memories like it's always been that way, at least it does for me. thanks for reading my blog.