Lore is an excellent name for a service, though.
Text plays by its own rules. If you're using text to express thought rather than to evoke some kind of emotion, you want that text to be as clear and as direct as possible. There are tactics which can be used to enhance the delivery of a statement; this one does nothing but distract from the message.
The name is so highly associated with 'folklore' which is so highly associated with stories that are legendary and part of culture, but clearly factually incorrect (thinking Paul Bunyon etc.). Inspiring fiction.
This is not what Coursekit is.
The presentation is hardly readable: extremely light grey type on a white background with spinny animations going on in the background...nuff said.
Not only that, their old logo kicked ass, and the new one is...meh.
The long-winded apologia re: the new name and logo suggests to me that the team is making the switch for reasons that trump design considerations altogether. But for some reason they've couched their explanation in design language.
IMO: customers/users are interested in product, not process. The fancy design brief feels like energy that could be best spent explaining what Lore is and how it will be useful.
I have to admit surprise that they would put so much effort into something that is not their product, though.
