User blog comment:MisterWoodhouse/Introducing Affiliate Marketing/@comment-9605025-20200910230448/@comment-20644-20200911002312

I'm not sure what the exact reason is. I know the logo was created by our head of brand design so I'm sure it's a combination of an aesthetic choice and feeling like it represents the brand and the shop well. I'll see if I can get a more specific answer for you, though.