The logo isn't a typo. d€v!@nt spells deviant with a euro sign, an exclamation mark, an at sign and a tilde standing in for letters.
It's hard to read on purpose. The first time you see it, you don't know what it says, so you look again and work it out. That second look is the point.
What the word is doing
Deviant usually labels someone who doesn't fit. Put exceptional in front of it and it describes the same person with respect: someone who doesn't fit the norm and doesn't need to.
Where it goes
The wordmark is on the clothes and on the music. Same brand, same idea, whether it's on a tank at the gym or on a release in your headphones.
