I reserved the most scrutiny for my use of that ubiquitous, love-it-or-loathe-it punctuation mark: the exclamation point. Too many, and the writer may come off as vacuous and/or unhinged.

The logo, as shown above, is still purple and has the classic exclamation mark, but has a new typeface. The new version of the logo was apparently the best of 29 other options; the company ...