To answer your statement and question, this would actually be a poor cross-stitch due to the angles and intricate overlaps, but it’s a good seal. Understanding that it’s a seal, and not a logo, is key here—the logo is Sustainable Markets Initiative’s and follows the design principles you’re invoking in your comment.
The name on the seal, Terra Cotta, is presented clearly and memorably enough in large letters in the center of the seal, but the field of the seal is meant to look like a light or dark green disk at a glance and to reward more careful examination with details. The English and Latin arranged traditionally around the perimeter are mottos and not meant to be marketing keywords.
Interested in your take, given that. You can see it placed in context of the SMI brand here. https://www.sustainable-markets.org/terra-carta-seal/intro/