Am I alone in thinking that the 2005–09 logo is clearly the strongest image? I'd like to see the results of a poll. Designers can talk their way into all sorts of things; a bit of objective measurement of opinion would be interesting.
>The first step in the rebuild was to go in and strip out all the detail that was using blend mode layering such as multiply, screen and overlay – mostly found in the tail area 1. As stated, a key goal of the redesign was to make it work flawlessly in SVG as well as open up the possibility to rebuild all the internal structure using SVG and CSS gradients.
>Having reduced the logo down to its shape-tweaked forms 2 and softer gradients, we continued to remove any detail we thought wasn’t critical to the overall image. This tied into another goal of having the image hold up with greater clarity at smaller sizes.