When we started this whole new commerce thing, we were told by some Suits that we should probably create a new brand, new logo, etc...basically get rid of the old "us" and create a new "us." After we finished tuning that guy up, we realized it's probably not so bad afterall to have a new logo. So we made this. Don't tell the Suits.
Simple. Clean. And sticks in your head like that migraine after a New Orleans rum bender.