I may be sticking my foot in my mouth with this post, but I really don't get it. I am not trying to be rude, I really just don't see it. I have found this design in countless magazines. It seems to have won many awards. Evidently, the designers have accomplished something truly amazing.
All I see is the logo printed extremely large on a grate. I don't doubt that there's something more going on here. It was designed by Pentagram, for heaven's sake. Can you tell me what I'm missing?