Most lay people don't understand the motivation for making those changes to begin with. I can't even tell my clients that are concerned about what the response is going to be to a logo change, which we know is always sort of over exaggerated now. The way in which to do it is to explain why you're doing it. If you just put it out there and expect that people will understand, they won't because no one is ever looking at a logo thinking, "Oh, look, they may change"