Forget the fonts. What's going on with Diane von Furstenburg rebranding to DIANE (invisible word) VON (linebreak) FURSTENBURG?

The original logo correctly reflects that von is not capitalized, that von is part of "von Furstenburg", and that there is no hidden word between "Diane" and "von Furstenburg". The new logo does none of those things. Who puts a caesura in the middle of a word?