Layers?

In what yours truly believes is a huge branding mistake, Mac Design is changing it’s name to Layers. Ick.
Publisher Scott Kelby reasons:

The magazine has grown, changed, and evolved so much over the past few years that the word “design” doesn’t really explain all that we are anymore. If you’ve read us for any length time, you know we’re also a magazine for digital photographers, with digital photography news, tips, tutorials, and camera and printer reviews in every issue. Plus, from the very beginning, we’ve been the only Mac magazine to have an entire section dedicated to digital video editing. But we found that most photographers and video editors didn’t really know that because they don’t generally reach for a magazine that has the word “Design” in big letters on the cover.
I’m not sure how changing the name to Layers is going to draw the digital photography/video crowd that isn’t already reading the publication. I know about the use of layers in Adobe products. That doesn’t change the fact that it’s a pretty stupid name for a magazine that already has a great, all-encompassing name. This will not have an effect on the fact that I am a reader and subscriber. I just think it’s a bad name.
[Via Macsimum News.]