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Actually, I think the new logo is awesome. It has a sailboat feel--a summer feel. And that being said, it's no wonder why the media plan has been implemented in the spring and summer months. I think the art direction is understated yet strategically smart. Which makes it perfect for billboards and other outdoor tactical uses. It's almost subliminal--if only that really existed in the ad world. (It would make my life so much easier. lol)