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i havent been into their brand since the late 80's, early 90's, but i still loved their original logo. some brands are able to transcend crappy design (the nike swoosh comes to mind) and they become iconic. but you can't go from 'icon' to 'boring' and not expect backlash. there are so many brilliant typographers out there - they should have approached one of them.
What do you want designed?