I partly agree with you. I have thought for long that the gears logo should go because:
a) it gives an impression that KDE is only for geeks who understand completely how computers work
b) it reminds of old mechanic stuff, and I don't think that's what KDE4 should feel like
c) it's pretty ugly, even if it has had a few facelifts recently (compare it to that übercool gnome logo
)
I also agree on app naming, that kwhatever naming scheme is just stupid. Colors need an overhaul too, currently there's only different shades of blue, and that is not only boring, but it also makes usability worse. I suggest adding a bit of yellow or bright orange to some areas that need to be noticed easily.
However I disagree on changing the name of KDE completely, since there will still be a lot of previous versions' code in KDE4, developers are the same as is community, goals etc. And which sounds better, "fourth major version of long developed K Desktop Environment" or "a new desktop environment, forked from KDE"?