1. The principles that apply here are continuation and isomorphic correspondence. The different colors of each letter allows the reader to continue reading from letter to letter. The Gmail text is superimposed over the envelope and that allows the reader to see the visual object and then associating an envelop with mail.
2. By using the different bold colors, the company is relaying the message of the audience that using Gmail is really fun and not your normal boring email server.
3. By placing the envelop behind the letter m, it really works because mail starts with the letter M so it's stating the obvious for the reader to see it. The different colors can also attract someone and then convincing them to use this email service. The color scheme is also the same as Google so you can tell that gmail is related to Google and since Google is such a popular search engine, people might choose to use Gmail based on that notion.
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