Technically, it's more of a "cat signal, " since the group's website, which launched a couple weeks ago, features a picture of a cat's face being broadcast into the sky.

CNN: A 'bat signal' to defend the open Internet

But that hasn't stemmed people's enthusiasm for the small cat with the cranky face.

CNN: The unlikely star of SXSW: Grumpy Cat

Inside the cover was a picture of a boy, thin and upright, thrusting a stick of flame into the face of an enormous square-headed cat.

NEWYORKER: The Tiger��s Wife

This week, Grumpy Cat is coming to New York to promote the forthcoming Chronicle Books release, "Grumpy Cat: A Grumpy Book: Disgruntled Tips and Activities Designed to Put a Frown on Your Face" at BookExpo America, the publishing industry convention.

WSJ: Grumpy Cat Has an Agent, and Now a Movie Deal