[arepb]

I have been wincing looking at new logos for as long as I knew what a logo was and I've come up with two reasons why it's always so painful:

- the old logos were usually hand drawn and done by a very small creative team. More often than not this just makes them better

- any new logo today by a major company is usually being done by a rather large design firm and they are following a zeitgeist. Designers run in packs and themes are seasonal. That limp wristed font you see in the Rolodex logo is probably the same one you see in (_________).

So, in the case of Rolodex, it looks fairly commonplace and has a whif of groupthink added in. It's okay to throw up a little bit.