There was an announcement today about the Ubuntu theme and branding change. I’m letting the theme digest for a day or two before I blog about it in any detail. Instead this post is going to talk about the logo branding:

I really like this new logo and apart from the logo inconsistency inherent in some of the draft uses of the new logo; the logo is sharp, professional and well designed in my opinion.
There was a concern amongst some Ubuntu community members that dropping the brown and orange, earthy crunchy, brand indicates a departure from a Home Desktop, human focused distribution and a re-badge to make the Ubuntu brand more acceptable to various new partners. I think that the orangey colours were very nice and I liked that we could tell an Ubuntu machine from across the room.
Although “precision, reliability, collaboration and freedom”, guys, that’s not a meaningful mantra. It’s not as catchy as “Free as in Speech” or “Of course! don’t you know anything about SCIENCE!”
What are your thoughts on the new brand?