Covered in great detail (and with lots of comments) on the Under Consideration website. Where a link can be found to the interesting rationale behind the logo revamp.
Our logo is clean, simple and bold. It has been designed using our bespoke font, which gives our brand a unique and distinctive character. Our logo must always be reproduced from master artwork and never from a second copy. It should never be recreated.
I think I agree with the commenters that say it’s more of a campaign than an Identity - though I do like the variety that stems from this approach.
The bespoke font used is based on Neuzeit Grotesk