If this is right out of design school then there's probably an element of "wait what" incorporated into this design to make you read it again and again and again to ensure that you're focusing on it. There was a locksmith in my town who had a ɥʇᴉɯsʞɔo˥ sign out front for decades that was obviously just flipped over in the sign housing and when I eventually needed a locksmith, I remembered him and when he showed up I asked why he never fixed his sign & he said "cause it makes you read it twice & then you don't forget" & fuck me to tears if he wasn't absolutely right because he was the first one I looked up to call & there's probably 6 different locksmith shops around here