USA Today's New Logo: Doesn't Work For Me

"The nation's newspaper," USA Today, has adopted a new look to its print edition.  It tops it with a new logo.

Unfortunately, I am not impressed with the new logo.  Here it is:

And here's the old, and better (in my opinion), logo:

I don't know why publishers insist on tampering with their publications' logos.  DC Comics adopted a new logo earlier this year.  It is nowhere near as good as the one it replaced.