The article critiques the tendency for designers and critics to focus solely on the logo when evaluating a brand's identity, rather than considering the larger system as a whole. It argues that design criticism should be done within the context of the success or failure of the brand system, taking into account the various elements that make up its identity, such as imagery, typography, color, and tone of voice. The article also emphasizes the importance of context in evaluating a rebrand, highlighting how kneejerk reactions to logos can overlook the months of iteration and compromise that went into creating the system. By waiting for the system to reveal itself over time, critics can provide more thoughtful and fair assessments of the brand's identity.