This logo clever imagery and metaphor to give the brand a unique identity. The use of the metaphor to represent men as ties and the addition of cat ears above the tie represent the brand. Also the use of black and white, give the brand a corporate feel.
This is using the Gestalt principle where we are using positive and negative space. The negative space of the coffee cup is actually a person talking and the top of the coffee cup comes out to be a thought bubble.