[Spencer]

That is all true but I feel like the Gill blocks were crafted with some forethought and consideration, made to last. The Chameleon blocks are just aesthetically unbalanced and not really very pleasing to look at, not without thought but it does feel like they were made with how they work in motion first which is really nice but still loops back to it being a logo that feels like a pale imitation of what came before.

I guess for me it's that the BBC went from a very strong logo to something that isn't and I will adjust but yeah, amateurish is what comes to mind when I look at it, not really the sentiment you want to evoke.

I agree with you. I've tried to look at the new logo as objectively as I can in terms of positives and negatives.

As a positive, I think it does make sense for the masterbrand to carry the corporate typeface. You'd never set out to have a branding scheme where the logo is in Gill Sans and everything else is in Reith.

The negatives, which I know I've commented on before, are that it doesn't scale down as well; the wider gaps between the blocks don't complement the weight of the strokes of the letters anymore meaning it doesn't look as cohesive, and (the one thing I can't forgive is) they haven't compensated for the curves of the Bs when centre aligning them in the blocks meaning they look offset slightly to the left, which is just shoddy, and yes, amateurish.

I simply can't think of any other tangible ways that it improves on the Gill logo. With a little more thought and refinement, it could have been so much better.