“The fractured design of the logo certainly invites discord. It doesn’t piece together, like a puzzle that doesn’t fit, and that drives brains crazy. A light pointed at the logo could never cast the shadow you see behind it. Yes, it’s made to be young, and graffiti-inspired. But love it or hate it, the real genius is in how the logo screws with your sense of taste and your perception of what it should and shouldn’t look like.”