No brand is static. Even if key elements, such as a logo, remain familiar over the course of decades--think of the iconic Nike swoosh, which has been around since the early 1970s--it must still change, even subtly, in order to stay fresh and grow.
Rather than suggest an overall move towards eliminating male and female identifiers on restrooms, the image does illustrate a very uncomfortable truth in our culture. A truth so deeply embedded in all of our psyches and systems that it is almost impossible to recognize.
The typefaces you select suggest a lot about your personality; each has a tone and voice and character all its own. The alphabet of each typeface has a distinctive architecture, one that communicates far more than just the basic meaning of words.
The idea that marketing your company might be, at root, no different than marketing pasta or detergent or auto insurance might strike you as heresy. Yet the questions a marketer needs to ask in each case are the same.
My tl;dr for this is that in the grand scheme of things, making a color choice between a green and brown is the kind of decision we make rarely enough that you can ask for help and it really isn't a big deal.
What's in a name -- and a logo? Plenty. Your company's core identity, for one. Your name and logo (your branding, taken together) represent the first glimpse potential customers get of you, and longtime customers take comfort in the stability and reassurance your branding confers.
Disruptive ideas. Innovation. Creativity. These buzz words drive the conversations in branding, business, visual design and the arts. And all three boil down to the same pressing question -- how do you create something new?