"Deadass" basically is a slang term originally used by New Yorkers that means “serious”. this word ussualy used among hip-hop or Afro-American culture . So i make this logo , with a touch of old school hip hop style , mixed with milenial grafity feel. So it can be achieveable to their target audience which is mostly ; youngster , late teens to late twenties that are into hip hop , and ofcourse i made it not so manly neither so girly , i want to reflect unisex feel about his logo , yet still show it's nature of the brand .
So overall this logo are really "Deadass" to have collness : )