Mason always does this. They wait 30 years to jump on a trend, and by the time they finally do, the trend is already over. Take the logo, for example. The sterile, minimalist logo trend is fading, and bigger, bolder, more expressive logos are coming back.
Amen. The current logo is a throw-back from the 70s. Our current logo is like "the wearing of pants down to one's knees". I thought that the style would die out, but it's been ridiculously long-lived to this day—too long.
I don't know... if the people who wear their clothes like this know where and why this style originated then I would think they wouldn't do it. Same goes for throw-back design. It worked well when it was novel, but it just looks stupid when it makes a reappearance, not unlike bell-bottom jeans

.
Unfortunately, Mason will keep this logo for 20+ years when another re-brand opportunity swings around. I hope it's lifespan is shorter, but I wouldn't bet on it.
One of the major goals of a logo designer is to create a novel, yet long-lived icon—major fail. Throw-back design elements are simply a feature of lazy design or a demanding, insistent. customer with bad taste. Mason paid for it, now they have to own it no matter how bad we think it is.