To control the logo lighting, referred to by Nvidia as the 'LED Visualizer', you will need version 1.7 or higher of the GeForce Experience software.

NVIDIA releases version 1.7 of the GeForce Experience, includes new ShadowPlay in-game recording, 4K optimization, and GameStream support for Shield.

Than perhaps you'll be interested to know that NVIDIA, for the first time ever, has begun selling GeForce GTX SLI LED bridges in 2-Way, 2-Way Spaced, and 3-Way Spaced configurations.