Pixel asked, perhaps half-humorously: When are they going to change their name to Watchower Bible and Video of Pennsylvania?
Haven't you noticed that the literature and logos now promote JW.org instead of The Watchtower? The rebranding has already occurred and they are just "bedding" it in more and more over time.
Indeed, you can identify the "era" posters come from by their terminology.
Real oldies refer to the organization as "the Society" (remember that?), middle-agers call it "the Watchtower", younger ones call it JW organization.
Right in front of our noses, rebranding has taken place.
The result? The once ubiquitous watchtower imagery has been discreetly replaced. You won't find it on the JW logos, except perhaps for some legal letterheads.
Ten or so years ago, PR specialists must have informed the GB about what was obvious to everyone else:
The word, "Watchtower" in the late 20th and on into the 21st Century, has now developed very negative connotations. A watchtower no longer "heralds" danger approaching on the horizon (as watchtowers did in bygone centuries); rather the word is used to refer to penitentiaries where watchtowers keep inmates under constant surveillance. Too close for comfort perhaps?