I found this thread here: http://www.creativebits.org/what_the_hell_is_this

Not much of a discussion, but more of a bashing & name calling thread..

Waleed
www.waleedsgallery.biz

You're right, and I'm not proud of the position I took within that thread. And looking back, I think some of us behaved like a pack of wolves with the newly introduced logo our fresh kill. Guess it kind of tied into the subject...

Now, having lived with the logo for a bit, it's growing on me and I can see why it works. Its pure simplicity lends itself to an entire spectrum of uses. I like how they employed the transparency with the new logo and angled it on their website. It doesn't destroy the base logo, and as stated above, it displays what can be achieved while retaining the look.

I still see the open bird's beak in the sideways "M", driving home the fact that it is all about the animals, and the green of the jungle/wilds combined with the blockish uneven sized letters convey an animalistic theme.

Signed,
Sitting in Canada eating crow. Yummy.

"Without deviation from the norm, progress is not possible."
— Frank Zappa

still not all that fond of it. i can't think of a better word to use than "amateurish." it feels very clunky and like someone was trying to hard to make something happen that didn't quite happen.

here's the long conversation on brandnew (132 comments).

http://www.underconsideration.com/brandnew/archives/animals_gone_wild_sort_of.php

I remember that thread well.... hmm... looks like I never commented.