They moved from the "crayon flag" to the new logo, which is based on the font from the East India Company's tea bags from the Boston Tea Party. The reason for the rebrand to show defiance of things they "stand against as an organization, like racism and bigotry, and hate". I guess the "Crayon Flag", which closely resembles the US Flag, touched some people's nerves.

While I like the specific nod to the American Revolution (which my icon - the New England Flag - is also a nod to) I felt the "Crayon Flag" did that very well and was fun.