I think I said that before, I was actually one of the first customers of Roadster when it opened its first branch next to Sagesse school in Achrafieh and the owner sat at my table and took an honest feedback. Roadster has changed its logo - whether this is a rebrand, a redesign or a repackage is... still up in the air. What are they changing to change their logo is a mystery: a new menu? a new target audience? a new concept altogether? Judging by their instagram page (here) none of the above.
Which brings us to... Why?
The reason for the move is unconvincing. What it means to people is just... borderline "meh". Because as stated above none of them make sense, especially that they emphasize that their classics are here to stay and honestly if I was a regular customer would it make any difference if there's a new typeface or whatever? I doubt.
But hey, remember - a new logo means insane expenditure on everything: the shops, the delivery items, the napkins, the uniforms, etc, etc... (funnily I was once working with a company that changed its logos, before I left they gave me some items to consider and assess in a bag with the old logo! When I asked why on earth they'd still use the old bag? The answer "we printed too much of those").
Roadster is - at this point - way past its heyday for sure (not sure who goes there and with what frequency but as a halo it's certainly an issue when you let a make up brand take over your branch - here). To me all of this is confusing. I believe the whole brand has gone astray and changing the logo is putting lipstick on a pig.