You didn't post this on the Font ID Board, but Beirut used Bryant 2 for the rebrand.

He's right it's

“nice and bulbous and round-y, kind of snowball-like,”

Sweet!

If anything, the idea that x.mas sounds remotely cool or new shows how old and out of touch some people at Pentagram really are. Either that or it's just a brilliant touch of sarcasm to go along with the idea that Christmas needs re-branding. Either way, I hope that they sell copies of the prospectus; from what I've seen online it looks great.

The irony of graphic designers trying to 'fix' the 'overcommercialization' of xmas is just too much.

And .mas? Trite even by non xmas/non designer standards.

Unless, as jpad speculates, they're being sarcastic with the x.mas. If so, perhaps they're being a tad too subtle.

I am quite sure it is all tongue quite firmly in cheek.
I got a good laugh out of it but I may be old and out of touch too:-)

ChrisL

If so, perhaps they’re being a tad too subtle.

That's the problem with Pentagram; sometimes it's to to figure out when the work is amazing and when they need to get out of the office more often.