In a recent SEC filing made by Sirius XM Radio Inc. it appears that we've gotten a first glimpse at the company's new logo.
Compared to the old logo, we can see that Sirius XM has carried over one key element - the XM "sound waves" - and apparently has dropped the dog. That might be disappointing to many Sirius fans.
Font treatments have been modified to no longer make the "Sirius" in all caps (finally) and the typeface has been made common between both Sirius and XM brands. It looks like they're going after a more "softer" look than before.
There had been rumors that a new brand identity was being explored, and while the websites and other properties have yet to be updated, the presentation that CEO Mel Karmazin used for the Liberty Media investment analyst meeting appears to show off their stuff.
Personally, I would have liked to see the new look breakout and be a bit bolder, similar to how Thomson Reuters rebranded itself with their redesigned logo. But maybe I just need time for it to sink in.
What do you think of the new Sirius XM logo?