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My opinion is that they got a little too gimmicky with the word mark, literally making the letters appear to bounce. The "un" ligature seems clever, but is poorly executed and I question the added dimension by hiding part of a letter "o" behind the "e," creating a "c." It still reads as an "o" and the more I look at it, the worse it seems to get.
I can imagine the discussion with the executive stakeholders now, "OMG, I love it! The letters are bouncing their way right into the dryer!" "The 's' shape the 'u' and the 'n' creates really makes me feel like I want to dry some clothes, IMMEDIATELY!" "Women across the country are going to just die for this logo. The dryer sheets will literally Bounce right into their shopping carts!"
I think they certainly headed in the right direction with the overall feeling the brand exihibits. It is bright, clean and still very recognizable as the same ole' dryer sheets that we know and love. I appreciate the expanded brand palette used in their packaging and think they should consider pushing these new colors across the brand, especially on the site, although the site is a whole discussion in itself because it is awfully dreadful on many levels.
What does everyone think? Discuss.