This is the current logo being used for the Council for British Archaeology. 'CBA' in slang terms means 'can't be arsed', this does not give off a good first impression of the brand. Also by only using the words 'CBA' none loyal customers will not know what the initials stand for.
If the brand are wanting to attract a broader range of customers then i think the typeface needs to become a sans serif and the drop shadows need to GO!
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