New? Paris Tourist Office logotype

What to make of the new identity, just launched, for the Paris Tourist Office?... The much over used Eiffel Tower image - over 100 years old now - does tend to be a well-worn, retro and often kitsch symbol that has been flogged to death. But the simplicity of Graphéine's typographic logotype is its saving grace.
The full project here:
http://www.grapheine.com/…/charte-graphique-office-de-touri…