1. Overlapping the letter "p" with the blue square means that the word is ignored while the brain selectively processes the image. In other words, the distracting blue cube makes the reader miss the all-important brand name.2. Our brains, being hard-wired to avoid sharp edges, react negatively to the sharp edges of the blue cube cutting into the round curve of the letter "p".3. The font used in the new logo isn't different enough to what we're used to seeing on a day-to-day basis, so it's not processed as novel.4. While in the old logo the white letters "popped" against the blue background, the contrast is lost for the black "p" against the blue square in the new logo. We're inclined to pay less attention to it as a result.5. By having the last letters of the word in lower case, the brain is prompted to look for a semantic meaning in the word. Advertising is more successful when a series of letters is uniform, and easier to process as a logo.6. The new logo was too different to the old, established logo, making it hard for existing customers to attach what they already know about the brand to the new logo.