Like we said yesterday, MindShare has released its new logo. Apparently, it was made with the the help of design agency, Moving Brands.

One UK agency leader told Brand Republic today that: "I am really struggling to see the point of this. If there were significant changes then you could justify the expense of commissioning the design agency, not to mention rolling out new stationery and office insignia around the world."

In a press release issued from MindShare this morning:

"The symbol has been created to reflect the structure and form of Mindshare's business. It shows two forms coming together to create a new, strong form reflecting Mindshare's partnerships with clients, suppliers and other agencies."

Did you get all that from the logo? Did Mindshare's strong partnerships with all of their business partners translate? Sure. Sure they did.

"The flow of colour symbolises the flow of creativity across the business and the segmentation mirrors the bringing together of specialist expertise within Mindshare's "open source" approach to client business which enhances a platform neutral approach."

All the lingo... give it a rest. Now, you, dear reader, can't see the flow of color because the image above is static, not animated, but if you must - go to the Mindshare site and watch their "open source" logo in action.

"When written in prose Mindshare no longer has the upper case "S" previously used - hence the company's name will now be written Mindshare and not MindShare. In visual form on the printed page, this will represent the agency's new simplified approach."

Dear heavens MindShare, oops - Mindshare. You bought this hoopla off of Moving Brands? How much did it cost you? Quarter of a million? More? You've been had.

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