We wanted the logo to communicate and get people thinking. We wanted people to get that little cerebral micro award when the finally get it – when they too see the bookshelf with the tilting books. Also, use those slashes/tilting books in other media, such as web, i.e. always make the url meaningful and searchable.
And what about that venomous green colour? Well, it’s chosen stand out in a crowd and promote an inquisitive attitude without being to screechy & culture douchy. It’s intentionally synthetic, invitational. Perky kiwi, not gray green banana.