I absolutely love these types of logos (the kinds with hidden images). What a simple concept yet executed beautifully. These kinds of logos sparked with me as soon as I figured out the FedEx logo. It was like a lightbulb went off in my head and I just got it. I’m a huge critic of using all lowercase because to me it needs to have a reason, and in this logo it has that reason. The fact that the logo uses the lowercase e in it’s mark carries over to the wordmark. The contrast of the slab-serif gives it a bold feel.