A new look for payless. Does it work for them or do they fall into the recent trend of today? In the words of Armin from Speak Up they have "Targetize it".
From their press release they state; "The new logo, the first redesign of the Payless logo in about 20 years, incorporates key design elements that leverage Payless' rich heritage and communicates a "new and improved" Payless - a brand that is contemporary, fun, friendly and, above all, stylish".
I think they accomplish, to some aspect, what they set out to do. They needed an updated logo, and no matter what it was, there would have been something good and bad about it.