TeliaSonera's new logo

Let's start with the BS that marketing came up with:

"- The symbol is unique, dynamic and unites us as a company. It symbolizes global and local connectivity at our customers’ fingertips. When customers see the symbol they will know that they are both part of the strongest local operator as well as the whole international TeliaSonera group of companies.

The symbol also manifests TeliaSonera’s heritage as one of the telecoms industry’s true pioneers."

Nigga please.

I have a theory of their train of thought. Being a huge corporation, they're afraid of making something unique and striking. This is only natural. Using abstract, symbol free graphics is a good strategy if you don't want to annoy anybody. Thing is, they could've made something timeless and classy yet retaining the references to IT but no. They had to be trendy. Trendy to the point where they add gloss to the logo and round the corners of the typography. Oh the typography of this one.. *shudders*

As they are a huge company I'm pretty sure the logo has a portion of committee design in it. It's a result of contradictory requirements. Still, the logo itself is really not a disaster. It's the flawed process and mentality behind it that bugs me. Business identities shouldn't follow trends nor should they be made generic.