Discussion surrounding Rebranding

What are everyone's opinion on the re-branding of the company?

Think there's a need for it? Do you like the name/logo/direction?

Interested in everyone else's thoughts.

I personally like the idea of the re-branding. The name, while I was unsure of, has grown on me also, though I still don't understand the meaning of the name. Still, their focus of distinguishing themselves as more than a forestry company is a positive in my mind.