Which major streaming platform underwent a complete logo redesign in 2011 when they attempted to split their DVD-by-mail and streaming services into separate companies?

The visual identity of streaming platforms has become increasingly important as these services compete for viewer attention in the digital entertainment landscape. Logos serve as the first point of recognition and brand identity in the Film & Television industry. This trivia question tests your knowledge about a significant logo change that reflected a major business pivot in streaming history.

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Netflix (attempted to rebrand streaming service as 'Qwikster')
Hulu (attempted to rebrand as 'ViewNow')
Amazon Prime Video (attempted to rebrand as 'Amazon Instant')
HBO (attempted to rebrand streaming as 'HBO Direct')