it's a brain. brains think. thoughts can be geeky. they want you to think geeky. it all comes together! sterile colors (gray/white) make me think of lab stuff or the bland other worlds of geek cultures. the gold... well their products are nothing but gold, of course! adding a splash of pizzaz to the thinky blandy massess. serif fonts, because it's official. there's no room for those happy go lucky san serifs in the field of science!