Your friendly corporate logo There is a warm and fuzzy trend afoot in the corporate brand world. Now sporting friendlier fonts, cutesy flourishes, and more colors, corporate logos are attempting to appear welcoming to buyers who may be reluctant—especially in this economy—to trust big business. A “kinder, gentler” image is being adopted by Wal-Mart, Kraft Foods, Superfresh grocery stores, and even Blackwater (with a less hostile-sounding name: Xe). It seems as if a herd of purple Barney’s has invaded the corporate design studios making the world of advertising a lot more huggable.