Why do people – even designers – always complain about new logo designs? I see a clear improvement, it is smarter, smoother, better in typograpy and consequently a screen logo because of its 3D look.
I have often been thinking about why 3D Effects look good on screen and do not on paper. I have been searching for answers in literature, but i did not find anything about this. It must have something to do with the perception of the human eye watching a light emitting image (in contrary: paper does reflect the light). It seems that light emitting images are more recognized spacial than images on paper. There is more depth in it. This inevitably leads to 3D styles.
In any graphical computer interface, designers always made use of this effect, overlapping windows have been a key to GUIs since the first Xerox Smalltalk desktop. Objects in background are dark, the front element is the brightest. This works only on screen, if you make a printout, it just looks poor.
Vodafone got it right – they now have a logo that looks best in screen use. Who cares about print?