I dunno. I have no moral objection to the new "old" logo, but I prefer the simplicity of the familiar one, and I think it's a classic of design. I guess I never actually recognized it as a mermaid before, but I like it. I don't know that I thought out the story behind the Morton Salt logo for years, but I like it - and I didn't like attempts to revise it.

When a company has a logo that's simple, attractive to the eye, and immediately recognizable - why risk changing to something new? Campbell's Soup, Arm & Hammer, Heinz Ketchup, Tide detergent, Ivory Soap, Procter and Gamble, Coke & Pepsi, Aunt Jemima, Betty Crocker, Wheaties, Cheerios, Rice Crispies, Kellogg's Corn Flakes, Golden Arches, Budweiser - those logos are worth billions. I'm sure all of you recognize most of those designs right off.

-Joe-