A couple years ago I went to a Carvel in Times Square and got a coffee. There was something really off about the coffee, and I took a whiff and noted that the milk was pretty badly turned. About twenty minutes I had to leave work. I was so dizzy I couldn't even talk to my boss.
The subway ride was a nightmare of demonic faces and twisted guts. The moment I got out of the drain I projective vomited and then went to a bar bathroom where I proceeded to expunge every piece of matter in my digestive system from every orifice available. I felt very bad for the bar staff.
That shield is the most austere-looking logo I have ever seen for a company that makes ice creamy treats to put smiles on peoples' faces. It doesn't look like something that should be associated with ice cream. It looks like it should be the logo for a company that processes standardized test scores.