It’s funny how a stencil serif wordmark can be used for both a quirky European fashion brand that can employ Kate Moss as well as for a home improvement store that would never see Kate Moss — or anyone that looks like Kate Moss — in its stores. The previous logo was okay, it benefits from 25 years of equity as well as its association to European fashion but it’s really nothing special. The new one isn’t either but at least it’s a clear evolution from the old one providing a very simple and easy segue into the next however-many-years they go with the new logo. The stencil marks in the new logo are clearer and play much better with the extended letterforms, whereas the old looked squished. The “O” is a little weird, with only one notch, making it look like a bull nose ring. Overall, it’s an expected evolution or, in other words, they didn’t screw it up too much.