Honestly wouldn't be that embarrassing if not for the 4 paragraph description of how innovative this design is.
What I think happened? Everyone had a bunch of ideas, some of which were probably pretty good, no one could agree on anything, they ran out of time, realized the frenzy they caused by announcing a "new logo", and panicked. Then, they tried to spin it to save face.
Classic. Browns.
Now, replace "new logo" in that description with "new quarterback" and you'll have the story of our 2015 draft.