Athyrius (bio)

Last night I saw a classic old lithography stamp swirling around the Sears logo on a Christmas commercial animation. And the Sears logo itself had converted to a 1800's high style, curly script instead of it's usual 'stroke within a stroke' ultra-utilitarian font.
Bam! In one whack Sears violated the ancient rule of branding that states "The Font Will Never Change". Perhaps they got a temporary dispensation from the Gods of Holiday advertising. The alternative explanation is that wealthy corporations, just like wealthy women, can break all the rules at the drop of a shoe. Not only can they hype a new brand of cool for themselves- but in turn they hype it for the rest of us as well.