Green Scapular,
There is nothing shameful about how the SSPX's logo, etc. was designed, and that link has been up for a very long time. There are several other pages online, too, explaining the thinking behind the updated Angelus Magazine, letterheads, websites, too. The SSPX is an international religious organization, so it makes sense that they need to have a symbol / logo that can be recognized instantly anywhere in the world as meaning "SSPX". That is what that two-heart symbol is and has become. I think that every world-wide religious group has a symbol or logo or seal by which they can be recognized. The blank and white shield, for example, is an international symbol for the Dominicans. One recognizes it immediately.
Organizations do indeed need such symbols when they become international corporate entities.
It is undeniable that the SSPX has transmuted under Bishop Fellay and the operative Max Krah, from a religious congregation into an international business group in all of its functions. It is now going about gaining aquisitions, and market shares, and concerning itself with targeted audiences.
The days of simply saving souls and preserving some of Tradition have passed away.
Facebook and Twitter cannot be far behind........