Maybe if it was for a company named Splat . . .<p>> We’ll not bore you with the design thinking<p>With a logo like that, you had better at least link to it. Oh, you did. But the link's label was just "Pentagram," so I thought it was to the company's home page, not its specific story about this work.<p>I understand their complaint about the complexity of color, though I disagree. I thought it was beautiful, maybe worth the complexity.<p>Regardless, they seem not to know that the new logo is more complex, and therefore harder to be distinctive. They have traded complexity of color for complexity of shape. If you concentrate on the logo in outline, you can see that it has so many lines going so many different ways, all tightly packed, that the overall impression is a drop of rain after hitting the pavement.<p>It's hard to make good logos. For people whose only job is to make logos, it might in fact be harder. They're tempted to overthink it. They go through 40 revisions. The first two or three are often the best. This was the case here too, based on Pentagram's development artifacts. After a while your secret reasons behind each jot and hook overwhelm your judgment.<p>Maybe the best thing is to take a month off after you think you've got it, to get a fresh pair of eyes. All those fancy reasons you came up with to justify it fade away. Like, what are those raindrops around it? Oh, you say they're supposed to be speech bubbles. Well, they kind of look like speech bubbles now that you mention it. But not really, because speech bubbles are shaped differently when they contain actual speech. These look like drops. Scattered around the logo like that, it looks like what happens when you drop something.