The image illustrating it (identity for iconic similarity) shows a little haystack and a great needle, nearly great  as  the height of the same haystack. Here the difficulty of seeking  becomes much easier (opposition).  

If this was  the purpose of the image, the message could be ambiguous. It drives to the conclusion that to look for a similar needle in such a  little haystack do not need any help, so denying the writing into the image.

If instead it was only a  poetic licence  because graphic needs, the  result  is the same,  even if  unintentionally reached.  In the lettering within the image they say that this has already happened for 150.000 little entrepreneurs. The quantity is the testimonial (for a future identity by personal similarity).