Dairy Farmers of Canada is ditching its iconic leaping blue cow logo.
In its place is a stolid creature emblazoned with a maple leaf.
"She was cute, she was likeable, but she wasn't professional enough. She wasn't the kind of visual symbol we wanted to use to communicate to the world the professionalism of our organization," she is quoted by CBC.
But a big question remains about the refit – will it sell milk and dairy products?