make the sound of a dying giraffe...

So I'm surprised that no one has brought this up yet. Animal planet has decided to rebrand a bit and commisioned a new logo from London based firm Dunning Eley Jones , who I'm not familiar with, but allegedly has an awful lot of television related design cred under its belt. The new logo is completely type driven, which makes it very appropriate for our little blog here. I havn't been able to find an official statement from DEJ, but I did find a few forums on fire over the typography. The logo is represented in these post along with some comments.

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I found the logo to be confusing and very amateurish to say the least. From what I've read, many other echo those sentiments. Granted, these are simply the ravings of unknowns on public forums, but it appears the argument is very one sided. So what do you think? I now throw this fledgling logo into the lions pit that is the KCAD type blog. Entertain Ceasar :)