On February 20, there's a good chance we'll not only get to see the PlayStation 4, but also get to see its branding. Stuff like the logo.
Unable to wait that long, Aussie company 99 Designs held a competition for users, asking them to come up with their own take. Being open to the general public, and not just professional designers, some of the submissions are woeful, but others look pretty good. Some could, were I posting this anonymously on a forum instead of here, convince you they're the real deal.
There are literally hundreds of entries, but I picked the ones here because they manage to do two things at once: stay faithful to the original, over-arching PlayStation family logo, while also providing something new and fresh, getting away from the simply "text outline" style that's been used since the PS2.
Create the logo for the PlayStation 4 [99 Designs]