Just a guess here too. I look at the logo and see the branching pattern of the fracturing which is apparently conchoidal (rippling curves and circularity like a shell).
I also think of the igneous nature of the rock and the way molten rock erupted out on the surface from at least one center point or flow at different sizes and speeds. Then this rock combines and is morphed with others, broken down some day molten again and the process starts over like ideas. Personally, I love the circular graphs like a planet or a pebble.
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