First up is Oilers owner Daryl Katz' flagship brand: Rexall. Recently Rexall Pharmacy rebranded itself from an Oiler-coloured oval with white italic letters to a far more modern sans serif and curvy logo. The new logo is a nice departure from the old logo in terms of shape and design, but does the new colour remind anyone else of death? Also, their new website is a bit of a train wreck.
I get the idea here, and I feel like the logo is very close to being perfect. The elongated "R" harkens back to the elongated "x" in the old logo. A good idea to subconsciously connect to the old logo.
On the underconsideration.com blog, Brand New, one astute comment notes that the finial of the "e" (as well as the "a") in the new logo might look better if it interacted with the "x" as seen below: