David Jaffe's new game development company, Eat Sleep Play, has had its logo revealed on the Level -Up blog. While we were in two minds about the company name (Jaffe Cakes is still up for grabs!), we're even less sure about this logo. Jaffe explains it to the Level-Up crew, drawing parallels between the games he plans on making and ... soda.

This is where the confusion begins. This logo makes us think of beer more than soda. Also, where's the drink? Having Eat Sleep Play on the bottle cap of a drink doesn't make much sense to us. But what do we know? We're no sales gurus. It looks pretty though, right?