Blackwater switches to ‘less threatening logo.’

Blackwater’s infamous logo — “a bear’s paw print in a red crosshairs, under lettering that looks to have been ripped from a fifth of Jim Beam” has “undergone a publicity-conscious, corporate scrubbing.” Branding experts say that the new look is “far less ‘kick your butt’ and much more ‘quarterly report.’”

Blackwater insists that it had been working on the redesign before the Sept. 16 shooting in Iraq that killed 17 civilians, but the new logo didn’t appear on the company’s website until afterward.