Swisscom, the biggest Swiss telecom operator, will be launching a new brand identity: the new logo, which will be rolled out across fixnet, mobile and Internet services next spring, is the one at right. The choice and detailed crafting of the font is good, but personally I find the graphical element confused, unclean, emotionless and meaningless -- simply unappealing, even in the animated version ("a dynamic logo designed for the screen"). It's one of those logos that you understand only (maybe) after reading the agency's brand manual ("The implied Swiss cross in the logo, the warmth of the red shade and the axis as the central starting point create a sense of closeness, combining and uniting our customers’ different experiences. The dynamism of the logo shows that life is a moving force and full of surprises. Swisscom gets things moving, has its fingers on the pulse and is part of everyday life." - quote via Alceste ). Bah! Your opinion?