To be fair the reason I noticed it straight away was because I was looking at Sony's SCD1 when it first came out and the logo was probably (I can't remember exactly) displayed on a poster promoting SACD.
I spotted it when I bought my first SACD a year ago but it's a really stupid logo (stupid like most things Sony do) to use trying to introduce such a potentially good format to a world of CD buyers who really couldn't care less about new formats.
Enthusiasts (like us) are really a "small fry" minority who the record companies could care less about and would prefer didn't exist.
Stange this, if you'd asked me I would have said I knew already, but when I looked at the logo it was the first time I'd really looked at it like that. I think it looks quite cool - reminds me the The Eagles album covers for some reason?
Simon