While Rift will probably be really cool and trigger a revolution in how we interact with virtual reality, I feel that Oculus has very weak branding.
Somewhat disagree with you Ed. To me it seems like the most powerful logos are usually the simplest logos (think Apple, Nike). I think the most brilliant part of Oculus's branding is the circle, a symbol so ubiquitous I would never even think of using it in a logo, but somehow it's completely unique to their brand. Like I know that that circle is Oculus's circle even without seeing the wordmark. It also looks like their product's form and an eye for bonus points.
Fair enough! I do agree that any brand that wants to achieve ubiquity has to start somewhere. :)
Some further thoughts on why I think it's weak, if I may... There was a big gaming awards ceremony quite recently (The Game Awards 2015) where the Oculus CEO came on stage to talk about the Rift. As he was walking on, the big screens on stage simply showed the circle logo. It wasn't apparent at all until we got on-screen text with the company name.
In my opinion it's too simple. I can't think of it as anything more than just a stretched circle. We all know that Nike's swoosh or Apple's apple are recognizable because they're unique, but I don't think the same is true of this.
In fact, the stretched circle is so generic that almost the exact same logo for Hailo.
Good point on Hailo, forgot about that. Though I still do think if VR blows up with Oculus leading the charge, they'll have a solid logo to build a great brand around. :)