really? I think what makes it clever is the fact that it doesn't look like a giant elephant in the room... that is kind of the "oh, cool logo" factor it has going on... aside from the logotype meshing with the overall vibe nicely and the good symmetry of the overall look...
its clean, clever, and unique... holds onto its visual appeal in one color, reads/scales well to small sizes... all the things a good brand should do...
http://designm.ag/inspiration/creative-logos/http://dzineblog.com/2009/05/36-clever-logos.htmlthanks for your time...