
From the NYTimes, an article on some refreshed logos that, according to the article have toned down type, friendly flourishes, and happier colors. Below is an excerpt from the article:
“A logo is to a company what a face is to a person,” said Michel Tuan Pham, a professor of marketing at the Columbia Business School. "It’s hard to memorize facts about a person when you only know their name but you haven’t seen their face.” So logos remind consumers about companies’ traits and pluck at emotions — “the glue that ties all the information about the brand name together," Mr. Pham said. The economy, environment, image repair — new logos may address all of these. They are also meant to stand out in a crowd, but there are striking similarities among recent redesigns.
You can find the full article
here.