the edge of reason.

See, they turned the second "E" around so's you would know they are truly, really, totally, FUCKING EDGY. (update: as commenter daddy-o points out, because of the the minimalistic "D" and "G", the logo reads the same upside down. Like Williamsburg, It's too cool for me. I can't look at it anymore.)
Williamsburg EdgE™ is IT. (Be careful at the Website. Assault by Logo.) It's the condo eyesore that's "sexy on the outside" and beautiful on the inside." The "hippest dress code" and the "coolest zip code," "indie bands" and stone countertops." Plus, you can make fun of the Radically Chic/Chicly Radical poseurs at slightly-more-ugly 20 Bayard.
This is what you've been waiting for, on-the-fence Manhattan dudes and dudettes. Williamsburg has finally become livable.
(scanned from Time Out New York)
previously in I HATE NYC real estate:
1. East Side Story.
2. 80 acres and a mule.
3. Jonathan Swift Realty, Inc.
4. Clearly defining your target audience.
5. Harlem "lodges" beckon curly-haired cutie-pie.