Exactly the problem we had around the time of the Lerner rebrand. "Wow AVFC is a really strong rhyming acronym, great branding opportunity", not at all thinking how iconic the name ASTON VILLA already is. They also heard lion and star and just plonked them wherever - irrespective of how lame and useless the lion looked, and how the star was just floating pointlessly in the top left.
All the latest version did was fix the lion and make the rest sharper, it's inherited all the issues mentioned above, so whatever we go with next, it needs to be smarter and have more say from the fans.