I don't have a source for this, but I read an article some time back that mentioned Rolodex in a long-ish list of other companies. The topic of the article was something along the lines of, "What do you do when your primary product becomes irrelevant?" Rolodex is a company founded on a product that is made obsolete by new technology. Their re-branding efforts extend beyond their logo. They've re-focused to offer more general office organizational and utility products as a means to survive.

Having said that, I like their old logo much better, even if doesn't represent their entire brand.

Tangent: I'm sure my comment regarding obsolescence will garner replies from people who will proclaim to prefer a Rolodex to a computerized address book or smartphone, but let's be straight about something. A computer address book whereby you key in the addresses and phone numbers of people you know is quickly becoming a thing of the past. With the growth of social networks like Facebook and LinkedIn, those who opt-out will be the exception, not the norm. My 10 year-old cousin thinks it's odd that I spend so much time on the phone, and I think it's odd that my business partners spend even more time on the phone (I prefer text-based communication like SMS and Skype chat). What will my kids-kids use? The notion that we rely on explicit exchange of information to remain up-to-date will be foreign to them as well.