User blog comment:Susanolivia/Fixed Width, Sidebar, and the Removal of Monaco/@comment-1678898-20101005123042/@comment-1066636-20101005210252

Our logo is square. It also has a large recognition value. The forced redesign means it's now a lot smaller, which reduces the recognizability and value of a "trademark" we've worked hard to establish.

Not every logo is exchangeable.