My boss wanted to simplify our company logo. He thought the old versions were too heavy and kinda looked like a logo for the army. He sat with me for a little bit and then we came up with the 2010 version which we haven't changed since.
The branding manuals were over 30 pages (primary logo) and 40 pages (property logos), so we released a one-page "branding top rules" for regular employees who wouldn't exactly know what Pantone or CMYK mean.
