AccuWeather debuted a new “brand identity system” (pretty much a fancy way of saying “logo”) earlier this week:

The “sun icon along with the ‘AccuWeather’ name appearing in a warm orange tone … is meant to reflect warmth, friendliness, and trust. … The clean design is reflective of the brand’s sharp focus on accuracy,” says the AccuWeather news release.

“The AccuWeather story is one of great scientific application, development, creativity, and ingenuity in providing the world’s most accurate weather forecasts. These new icons symbolize our distinct advantage over other weather sources,” said Dr. Joel N. Myers, Founder, Chairman, and President of AccuWeather.

What do you think of the new logo?