Logo design and typography are intended to affect you subconsciously, not consciously.<p>That tilted &#x27;e&#x27; is meant to advertise the brand in the middle of dozens of other logos in the store, and draw consumers in from that myriad of choices based on psychological cues and associations they may not even be aware of. The effect is important in aggregate - some large number of potential customers conditioned over a lifetime of advertising to associate different typographic styles with emotional states and narratives being slightly more conducive to pick your beer over others than they otherwise might have been, because now it&#x27;s &#x27;nicer.&#x27;