New ABC Logo. Why?!

There are logo's that are iconic, and there are logo's that are forgettable. The new Australian Broadcasting Corporation (ABC) logo is definitely the latter. The station's 'Exercise your imagination' tag line was obviously not an objective in the design brief. Here was an an iconic symbol, just like that of the American networks NBC, CBS or ABC identities, replaced by a generic typeface. And the very least it's a total waste of tax payer money. There is further debate over at TVTonight.com.au along with screenshots of the on air ident package.