As we’ve mentioned, the new USA Today logo is sort of odd. In a memo obtained by Jim Romenesko, Sam Ward — the artist behind the new look — explains the update. Sadly, he doesn’t do himself or USA Today any favors.

First of all, the title of the internal memo — sent to staffers by chief marketing officer Maryam Banikarim — is titled “Cool Balls.” It gets worse from there:

I have a dream . . . that one day all Americans will join hands and declare their undying love for our balls; our spheres of influence, our behaviors, or whatever one chooses to call them.

Actually, and perhaps with an air of creepiness, I DID have a dream about this very topic. I dreamt that people all over the place were talking about the images in USA Today’s balls.

That’s the beginning. Ward’s note goes on:

Just what are our balls? Well, they are what we will make of them. I believe our balls are symbols of who we are and where we’re headed. They are not stories, graphics, or illustrations. They are signposts, perhaps; reminders that offer inroads into America’s stream of consciousness.

And we have to be sensible about them too. We can’t beat our readers over the head with our cleverness. We should use our balls at the right time and for the right reasons.

Best explanation of a logo ever or best explanation of a logo ever? You decide.