It’s 2016. We, as human beings living in the century of mobile-first, direct ads, Facebook power-house advertising, have been taught to see consistent branding and remember it wherever we go, and whatever and whoever we interact with. When we see a white ‘f’ inside that small rounded-cornered blue square, we think Facebook. Every time you see a drawing or emoji of a ghost, you think Snapchat; and equally, when you see the new Instagram logo, you cry. But that’s not the point.