A friend sent me this article from the New York Times about recent corporate logo redesigns.
The article implies that the current US recession has directly influenced the trend of softer, happier, more inviting logo treatments. This may in fact be true, but the trend I am more concerned about...naming the individual parts of your logo. "Spark" and "Flavor burst" are pretty sweet, but I would have recommended "Spirit fingers" and "Jazz hands" instead. Unfortunately, I don't have a MBA, so my opinion is virtually worthless when it comes to these decisions.