You can add this one to the long-running list of ill-advised logo redesigns. Frigidaire has axed their recognizable script logo to pave way for something more "modern." As is often the case, here "modern" is code for "generic." We get it, Obama used Gotham to win the election. That doesn't mean it will sell refrigerators. Brand New also points out that the new logo is now broken up into two words: "Frigid" and "Ire." How appealing is that?
Frigidaire seems very concerned with appearing outdated. Aaaand then you read their press release. Ahem: "Frigidaire will unveil a boldfaced new logo and look to celebrate the introduction of 250 new appliances with specific time-saving features engineered to help mothers spend less time doing routine housework... moms will save a minimum of eight hours a month by using a combination of select Frigidaire time-saving appliances."
How is that for modern?