... it makes sense that they need to have a symbol / logo that can be recognized instantly anywhere in the world as meaning "SSPX". ...
Well yes, that's what branding is all about. Shame they aren't concerned with being recognized instantly as meaning "Catholic", and only secondarily as SSPX.
When you see a cross in a symbol, you don't know it means Christianity? And when you see a heart (or two) crowned under that cross, you don't recognize that as CATHOLIC? Tell me, is there any Protestant sect, so-called Christian, who have a devotion to Hearts? Or to the Kingship of the Sacred Heart and the Queenship of Mary? If you don't instantly see "Catholic" when you see the SSPX's logo, you are being deliberately obtuse.
You miss the point. What I see, and which is proven by the link you offered, is an organization which is absolutely obsessed with their brand identity, much more so than a Catholic identity.
From the link:
"
A new look for the SSPX
The way a business or religious organization presents itself is very important, and developing a solid public presence requires careful reflection and planning. Below we explain the driving forces and ideals behind our new series of publications."
What follows is almost completely irrelevant. This is how you go about hawking goods or something, not saving souls.
It's as if directives had been issued on how the Sacred Heart must be depicted. "this many thorns, of this shape, this color index of red for the blood, flame no higher than 66% of heart....