Target’s new logo for their clothing line is so hard to read because they expect the reader to go against the natural way of reading in the western world, which is left to right, horizontally. The new logo is set up vertically (see below).
It has received many customer comments saying it took them a while to figure out it should say a new day. The logo is designed in lower case Pitch font, with some italic letters, to have a quirky, friendly appearance, however, it falls short due to its vertical setup. Even a little bit of logo design testing would have discovered this.