My first reading was ambivalent, leaning towards disappointment. A relatively well drawn scripty, handwritten-type font in the same ignorable category as Comic Sans, I thought. The new website looks good and performs well but the new brandmark seemed like a missed opportunity and a bit of a cop-out.

I consider myself visually literate but I would have missed the hand if the blurb above didn't mention a bonus. I love visual ideas that read on additional viewings. Despite the category of typeface and the cartoony hand the idea and execution is superb.

In the context of the overall brand transformation this identity gets a big thumbs up from me.