There's a product/market fit thing going on here. Rails is the kind of project that caters to the kind of people who value and can contribute "nice websites and logos" because that is what a lot of them do for a living with Rails.

Add a startup-like website to the GNU binutils project and it's going to look pretty dumb to the no-nonsense crowd that needs assemblers. A "nice website" website is not going to extend the appeal of cross-assembling ARM microcontroller code on a x86-64 one bit.