Our logo, seen here superimposed over a three-dimensional Mandelblob fractal, is a mathematical symbol {∅} that represents the set of the empty set. In set theory, the empty set can be represented either by { } or by ∅, and when it stands alone, it represents a set having no elements. As such, an empty set is not nothing, but rather, a potential container of all the elements that would be part of the set.
Placing the empty set within the empty set represents the only subset of the empty set, the empty set itself. Thus while the sum of the empty set’s elements is considered to be zero, the identity element for addition, the product of its elements is considered to be one, the identity element for multiplication. This makes it both the start and the continuation of numbers, and the beginning of both sets and functions.
For us, this symbol represents the transition from zero to one, which is the goal of all radical innovation. It also represents the movement from additive to multiplicative scaling, the goal of all revolutionary business.