I’m sure this is being done to shed some of the current negative perception about Zee due to the failed Sony merger and the strong anti-Goenka sentiment. Moreover, the flagship channel Zee TV is doing horribly and this rebanding may be a sign to shareholders that Zee is here to stay and fight in the JioStar era. Of course, this will not happen with the current Goenka-centric leadership.
Personally I don’t care about the logos, as long as the logo animation and graphics are great and the logo stays in the top left corner.
That’s the one thing I loved the most about Zee’s last mega-rebrand in 2017.