Molson Canadian has a brand-new look for 2010.

The new brand identity was developed by New York ad agency Spring Design Partners. Amongst other changes, the agency did away with the "faux-italic" typeface and the (ahem) "leaf-sweat" — ultimately giving the identity a fresher, more contemporary feel.

What do you think? Share your thoughts about the new identity here.

To see a preview of the new Molson Canadian television ads, check out this link on YouTube.