Read all about it here http://blogs.technet.com/dataplatforminsider/archive/2008/06/04/new-logo-for-sql-server-2008.aspx

Remind me to write a long and painfu post about the battle with Central Marketing during SQL 2000 as to why it was better(or NOT) to have a picture of a building on the box than the Red Braid that had been on many of the previous boxes