I didn't like the old font at all, so that needed a change, but I don't think the new script is all that great either. I think the coffee bean graphic worked into the new design was clever, but I didn't notice that until it was pointed out. Overall, my initial reaction was not favorable. I can't really claim to like the new design. And I also agree that the name pretty much binds them to a "nothern" image no matter what they do with the graphic.
The write up sounded like ad agency snob speak to me too. I guess that sells, or sells the execs, but I find it rather stuffy. When I read something like that, I can't help but think, "Yeah right, I'm sure everybody who sees it will be thinking exactly the same thing" (sarcasm). I can't help but conjur up unflattering mental images of the people who write like that. Maybe I'm just cruel, but I have to wonder how the general public responds to that kind of ad speak.
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