Our philosophy and technology is deeply rooted in our believe that only an organic and evolving awareness system can sustain relevance and evolve from the diversity and chaos of information being captured by the Web.  We consider Charles Darwin's work on the Origin of the Species, through the observation and classification of a seemingly erratic nature, to be an inspiration that parallels the Web. 

Similarly, we apply an organic classification to Web information patterns that emerge from chaos.  The Chaos Theory is another essential part of our technology and its value.  It addresses dynamical systems that may be highly sensitive to initial conditions, also known as the butterfly effect whereas tiny differences in the starting state of the system can lead to enormous differences in the final state of the system even over fairly small timescales.  In other words, and in our context; from many tiny Web entries can emerge observable and perhaps predictable patterns. 

Edward N. Lorenz studied and observed this phenomenon in 1960 through a mathematical model demonstrating how the air moves around the atmosphere.  His work resulted in grossly divergent weather patterns. This sensitive dependence on initial conditions came to be known as the butterfly effect.  He described a relatively simple system of equations that resulted in a very complicated dynamical object now known as the Lorenz attractor; shaped like a butterfly.

With these concepts in mind here is the explanation of our logo:  Our butterfly is in the shape of Lorenz’s attractor because we use user-defined attractors to attract meaningful clusters of information.  The antennas represent that we capture broadcasted signals (RSS).  The signals waves are shaped by the attractor; our butterfly’s outline.  The butterfly as a whole is a living organism that evolves through its environment.  And in the true spirit of Darwin and the Chaos Theory’s convergence, from chaos emerges order.  May it be found in the origin of the universe, the species or the Web.

A contemporary to Charles Darwin was Firmin Didot, a French printer, who is credited with establishing the use of the "Modern" classification of typefaces.  As such, and in true spirit of the importance of classification as means to help people manage complexity, we have chosen the Didot Typeface as our standard font.