Regular LogoWatch readers will be aware of the sequence of events which are provoked by a corporate rebranding exercise:
1) You rebrand
2) You go titsup
3) You get taken over
4) The new owners dump your rebranding
5) You wonder why you bothered in the first place

Sema ill-advisedly carried out such a rebranding earlier this year. Shortly afterwards the company was swallowed whole by Schlumberger.

Although Sema's website still carries the outstanding example of logo rebranding on which we reported on 12 March, it seems that new owner Schlumberger is about to turn the fire extinguisher on Sema's 'flaming vital energy.'

Indeed, we are obliged to Reg reader Jennifer for forwarding us this image:

Well, that says it all. Sic transit gloria mundi.

The LogoWatch archive

Zarlink trumpets imperial pretentions
With this ring, I thee sack
Telco punts for pink pound
VIA rises from eastern mountain
Corel in transcendental makeover
Acer turns green at the gills
Sema "aflame with vital energy"
The Vulture laid bare