The original logo for the films was more stylised, screaming Hey kids, were a Summer Tentpole. The big, block letters, similar to the style of the Cartoon/Toy franchise's logo; helped identify the films to the audience they were trying to reach out to: Transformers geeks and 80's kids. There's just one problem with using that logic with this "new chapter" overhaul that Mr. Bay is initiating: it's too tied to the previous incarnation, which means it's tied to the version of Transformers that has become a symbol of Bay at his weakest and most decadent. No one took Transformers or its two sequels that seriously, and what good reason did they have to do so? It was advertised in such a way that you weren't supposed to. This new logo says something that the other logo couldn't even dream of saying with a straight face. It says You have no idea what waits behind this title card. And quite frankly, were not sure if you even want to know. You'd be surprised what a new logo can do for a property, and that's exactly what Paramount is counting on. Think about it: no flashy colours, menacing looking letters with sharp edges, and a lot of darkness surrounding it all. It's a threat in the dark, and that's exactly what this movie needs to get people in seats.