Im just amazed that a mainly 2nd tier company i.e. doesnt deal with every day average joe public (with most business comming from contracts/tenders/developments/ISP orders)...wants to invest in a new brand. Nothing wrong with the old one or did someone spin them some garbage and show some skewed 'research' to suggest their brand was tired? Some massive companies out there in the world have NEVER changed logo.
Dont get me started as to why Chorus sponsor the "AM Show", once again average joe listener isnt going to (or need to for that matter), want to call chrous and say "Hey mate, can you run me a telephone wire please...the one that I cant get some internets on".
Chorus seem to be trying to protect their revenue base by promoting the use of wired connections to the general public. Clearly they see Spark's low usage wireless plans as a commercial threat.
They could still achieve this by effective marketing, telling people to trust wired.
Remember, Chorus may own the copper, but not all fibre. e.g. ChCh, Id say Chorus has maybe less than 10% stake in the fibre resell market here.