Brand identity is more important than some of you guys think. There is a reason companies spend several millions of dollars on branding efforts. It's not for no reason. As far as ASA is concerned, I can see how they felt it was necessary.
On that note, though, if they're going to change our "look," they should probably change some parts of the operation that continue to plague the company. Operations and flight control are a complete mess. A new logo isn't a "magical fix" for what ails us. I hope they take the rebranding effort a step forward by "rebranding" internal ops.