Update README (#1917)

- Fix links
- Minor cleanup and consistency changes

README.md

@@ -4,7 +4,7 @@
   <strong>
     <a href="https://opentelemetry.io/docs/collector/about/">Getting Started<a/>
     &nbsp;&nbsp;&bull;&nbsp;&nbsp;
-    <a href="https://github.com/open-telemetry/community#agentcollector">Getting Involved<a/>
+    <a href="https://github.com/open-telemetry/community#special-interest-groups">Getting Involved<a/>
     &nbsp;&nbsp;&bull;&nbsp;&nbsp;
     <a href="https://gitter.im/open-telemetry/opentelemetry-service">Getting In Touch<a/>
   </strong>
@@ -20,7 +20,7 @@
   <a href="https://codecov.io/gh/open-telemetry/opentelemetry-collector/branch/master/">
     <img alt="Codecov Status" src="https://img.shields.io/codecov/c/github/open-telemetry/opentelemetry-collector?style=for-the-badge">
   </a>
-  <a href="releases">
+  <a href="https://github.com/open-telemetry/opentelemetry-collector/releases">
     <img alt="GitHub release (latest by date including pre-releases)" src="https://img.shields.io/github/v/release/open-telemetry/opentelemetry-collector?include_prereleases&style=for-the-badge">
   </a>
   <img alt="Beta" src="https://img.shields.io/badge/status-beta-informational?style=for-the-badge&logo=data:image/png;base64,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">
@@ -44,24 +44,27 @@
 
 ---
 
+# <img src="https://opentelemetry.io/img/logos/opentelemetry-logo-nav.png" alt="OpenTelemetry Icon" width="45" height=""> OpenTelemetry Collector
 
-# OpenTelemetry Collector
-
-The OpenTelemetry Collector offers a vendor-agnostic implementation on how to receive, process, and export telemetry data. In addition, it removes the need to run, operate, and maintain multiple agents/collectors in order to support open-source telemetry data formats (e.g. Jaeger, Prometheus, etc.) sending to multiple open-source or commercial back-ends.
+The OpenTelemetry Collector offers a vendor-agnostic implementation on how to
+receive, process and export telemetry data. In addition, it removes the need
+to run, operate and maintain multiple agents/collectors in order to support
+open-source telemetry data formats (e.g. Jaeger, Prometheus, etc.) sending to
+multiple open-source or commercial back-ends.
 
 Objectives:
 
 - Usable: Reasonable default configuration, supports popular protocols, runs and collects out of the box.
 - Performant: Highly stable and performant under varying loads and configurations.
 - Observable: An exemplar of an observable service.
 - Extensible: Customizable without touching the core code.
-- Unified: Single codebase, deployable as an agent or collector with support for traces, metrics, and logs (future).
+- Unified: Single codebase, deployable as an agent or collector with support for traces, metrics and logs.
 
 ## Contributing
 
 See [CONTRIBUTING.md](CONTRIBUTING.md).
 
-Triagers ([@open-telemetry/collector-triagers](https://github.com/orgs/open-telemetry/teams/collector-triager))
+Triagers ([@open-telemetry/collector-triagers](https://github.com/orgs/open-telemetry/teams/collector-triager)):
 - [Jay Camp](https://github.com/jrcamp), Splunk
 - [Steve Flanders](https://github.com/flands), Splunk