---
title: Ubuntu's Lost Identity
date: 2010-03-04T02:09:47+00:00
modified: 2023-05-07T07:59:51+00:00
image:: https://kaspars.net/wp-content/uploads/2010/03/ubuntu-boot-logo-comparison.png
permalink: https://kaspars.net/blog/ubuntu-lost-identity
post_type: post
author:
  name: Kaspars
  avatar: https://reverse.kaspars.net/gravatar/avatar/92bfcd3a8c3a21a033a6484d32c25a40b113ec6891f674336081513d5c98ef76?s=96&d=mm&r=g
category:
  - Design
---

# Ubuntu's Lost Identity

[![](https://kaspars.net/wp-content/uploads/2010/03/ubuntu-boot-logo-comparison.png?strip=all&quality=90&resize=600,164)](http://wiki.ubuntu.com/Brand)Ubuntu boot splash screen — old (left) and new

Ubuntu has [a new logo and identity brand](http://arstechnica.com/open-source/news/2010/03/ubuntu-dumps-the-brown-introduces-new-theme.ars), and I really don’t like. Why through away the legendary friendly circle icon and replace it with a badly kerned wordmark?