I think some people are convinced that everything they don't like about society (in this case, companies coming up with "sterile" logos) is Woke and generally part of The Culture War.
I think it is defined backwards. They aren't convined that "woke" isn't everything that they don't like. They define "woke" is whatever you don't like. Mixed in with bigotry and conspiratorial logic attributing the cause, of course.
As they say, the internet makes you stupid.