It was just something I read about somewhere online but the April 2012 copy in Inc. Magazine had a two page article on how the new logo came to be. At the bottom, they had some designers analyze the logo and surprisingly, they had some great advice. First, the letters in “Oni” need to have a little more space around them for readability and secondly, the face does not ‘read’ clearly. It’s like an in-joke; only long time fans will clearly know what it is and even then, maybe not.
The reason I thought it was all worth talking about is that designing a logo is about far more than just the graphic design or the history of the company. To be clear, there isn’t a true right answer to which is the best logo for a company… only subjective layers of opinion. In the end, Oni decided that having that face it is more important than readability.
This is just a good opportunity to see how one comic company handled their logo transition and in response, modify your subjective opinion. Know what you are doing and why you are choosing to do that.