S4C has spent more than £600,000 of licence fee money on a new brand identity which was unveiled yesterday - as S4/C.
There were immediate questions over whether such a seemingly simple alteration was worth the money spent.
The Welsh language broadcaster spent months preparing its new logo and 10 idents which will be screened on the channel between programmes.
The new look will be officially unveiled on January 18 and will be integrated across S4C's on-air, off-air and on-line activities.
It replaces the S4C identity which has been used since 1993.
But PR and marketing expert Matthew Gunther-Bushell said the project would raise questions.
"Does S4C really need to rebrand? No, probably not and some would argue certainly not with public money," said Mr Gunther-Bushell, chief executive of Swansea-based MGB PR.
"It seems as though S4C have primarily concerned themselves with a freshening up exercise rather than a full scale rebrand.
"Although the corporate explanation given is to "help the channel stand out ... in the all-digital environment", you've got to take it with a pinch of salt when their customer base largely consists of Wales' 600,000 Welsh speakers who are hardly spoilt for choice."
S4C chief executive Iona Jones said the new brand reflected S4C's agenda for "creative excellence".
She said, "It demonstrates a renewed confidence in our content and will help the channel stand out as a multi-platform operator in the all-digital environment."
Dylan Griffith, creative consultant to S4C, said they were determined to avoid stereotypical images of Wales, such as a daffodil or a dragon.
"Our aim has been to reflect the broad and contemporary appeal of S4C's programmes.
"We are confident the new brand identity will intrigue and entertain, creating a distinctive and memorable look for S4C."
He said the new S4/C name made it modern as the new symbol was often associated with the web. But it has also been used to make the letter C for Cymru stand out.
A total of £606,972 was spent on the branding project. It was taken from S4C's annual budget of £94.4m.