Looking to attract a more sophisticated audience and re-energize its image, the London Science Museum launched a sleek new identity earlier this summer. But one question remains–can people even read their logo?

Comprised of letters resembling computer code stacked on top of each other, deciphering the new logo is no easy feat. But it seems that’s integral to the entire brand idea.

“After experimenting with several routes, the chosen idea stemmed from research we did on codes, puzzles, patterns, and basic digital typefaces,” said Michael Johnson of Johnson Banks in an interview with Creative Review. The new logo thus imparts a sense of discovery, science and computers, while also hinting at the cutting edge exhibits inside the museum’s walls.

But how can a logo that’s so hard to read work so successfully? Does it really adhere to best practices for logo design? Well, let’s work through the basic logo design checklist to find out. Is it:

• Simple? The streamlined type, block formation, and single color actually make this logo deceptively simple.
• Memorable? This unique style definitely sets the London Science Museum apart from competitors.
• Timeless? Johnson notes that a test group participant called the concept “binary, modern, and classical at the same time.”
• Versatile? From images of outdoor signage and typeface explorations, it seems to be working well in multiple environments, large and small scale.
• Appropriate? It certainly screams science, even if you can’t read it.

And there you have it–a great logo, decoded.