New branding
Really, I think they should use Sony in the old Sony Ericsson font.
The SONY logo looks extremely garish and cheap on a smartphone.
Sony is set to launch a shrunken version of its Xperia S handset at MWC 2012, after images of the Xperia U leaked online. While specs are yet to be officially unveiled, the Sony Xperia U will apparently feature a 3.5in, WVGA display powered with a 1GHz processor, Brazilian site Xataka reports. Xperia U and Xperia S Unlike …
Think it has more to do with the placement at the very very very top of the phone, rather than a size/font/name problem.
If it was in a more normal place (like between the speaker and screen, or at the bottom of the screen) I'm sure the sony label wouldn't be half as odd looking.