Regular LogoWatch readers will be aware of the sequence of events which are provoked by a corporate rebranding exercise:
1) You rebrand
2) You go titsup
3) You get taken over
4) The new owners dump your rebranding
5) You wonder why you bothered in the first place

Sema ill-advisedly carried out such a rebranding earlier this year. Shortly afterwards the company was swallowed whole by Schlumberger.

Although Sema's website (http://www.sema.com/) still carries the outstanding example of logo rebranding on which we reported on 12 March (http://www.theregister.co.uk/content/archive/17515.html), it seems that new owner Schlumberger is about to turn the fire extinguisher on Sema's 'flaming vital energy.'

Indeed, we are obliged to Reg reader Jennifer for forwarding us this image:

Well, that says it all. Sic transit gloria mundi.

The LogoWatch archive

Zarlink trumpets imperial pretentions (http://www.theregister.co.uk/content/28/19381.html)
With this ring, I thee sack (http://www.theregister.co.uk/content/archive/18793.html)
Telco punts for pink pound (http://www.theregister.co.uk/content/28/18655.html)
VIA rises from eastern mountain (http://www.theregister.co.uk/content/28/18304.html)
Corel in transcendental makeover (http://www.theregister.co.uk/content/archive/16543.html)
Acer turns green at the gills (http://www.theregister.co.uk/content/archive/17494.html)
Sema "aflame with vital energy" (http://www.theregister.co.uk/content/archive/17515.html)
The Vulture laid bare (http://www.theregister.co.uk/content/28/18185.html)