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So, my mom actually pointed this business' logo out to me, and I have to say...it is not very well designed.  She said she had trouble reading it as she was driving by, and I figured out why she did.  You see, normally when you read, your brain is not actually translating the individual letters in a word into sounds.  Your brain is actually recognizing the word and linking it to the sound and meaning you remember.  This is why when we come to word we don't recognize, we slow down and sound it out.  Our brain is learning the new word.  The typography on this logo looks very nice, but it is not very readable.  The lower-case letters make it a single entity, and since it doesn't register as a word we know, it is difficult to read.  Especially driving by on the highway.  A lesson to learn.  Just because it looks nice, doesn't mean it works.