Exactly. When I work, I work for myself; for money and mental stability. A company-wide identity feels like something I can't accept calling myself. It's too broad, vague, and the identity itself is defined/controlled by the company/HR, with little input from those labelled as such (at least in the orgs of size I've been at). It removes a lot of individuality from my own thoughts/mind, as I would have to consider "how I reflect on the organization" (as I was taught in Catholic school) to the detriment of my own expression.

I keep picturing pepperoni... but ground meat is probably not they imagery they hoped for.