It was made by logo designer Richard Fonteneau.
The logo has two visual elements: The golfer and his swing, the spartan face/helmet. Quite clever. Makes you look twice . . . and think twice.
[via Alex von Oech]
From the comments by Wes George:
This kind of ambiguous imagery has broader implications for how the whole cognitive mind responds to patterns. Notice that it is really difficult to hold both the golfer image and the Spartan in the mind's eye at the same moment and impossible while not vigilant.
Could this be a metaphor for how the human mind handles far more complex data sets and in fact be the explanation for confirmation bias and even the potential for human cooperation? For instance, once a researcher has “seen” that the evidence for a hypothesis is solid there is a tendency to only see new data in the light of the picture already dominant in the mind’s eye.
This tendency is massively increased in highly emotional charged situations such as political or cultural debates. If so, this is certainly one of the greatest hardwire blocks to humanity’s creative potential. And if it is physiologically based, then could it also be the result of natural selection forcing to limit the creative gestalt in human society in favour of cooperation? Or did this type of cognitive latching simply evolve out of the need to identify patterns rapidly and decisively rather than to dither as the lion stalks, so to speak.