Font art geekery

[Alex]

As always, interesting to see different reactions to the same thing. I would have listed Mindshare as one of the less successful changes (but not nearly so bad as Animal Planets) on that page.

Long strings of all cap are annoying to read. In a quick glance my eye now almost fails to differentiate the letters as such and it turns into a rectangular block of white. Pragmatically, its used of subtly shifting colors will be a bitch to reproduce across various formats and will lose a lot when forced into places that just isn't possible. And the use of white on a colored background means that either your logo needs to carry around its framing with it everywhere it goes or you'll have to use a different presentation.

Though I did just visit their web site and can't find an instance where the logo is presented in white lettering on a purple shield so maybe your link site doesn't present it as it is intended to be used. The version on a white background with black lettering is better (though the lengthy word in tight all caps still fails for me). However, at least in their online presentation those two overlapping discs are animated. I put that in the category of epic fail.