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Although it is meant to look partially like the symbiotic amalgamation of an “S” and a lowercase “e,” the logo also represents the company’s entire design philosophy, as Kawagoi explained. It’s both futuristic and organic, designed to invoke the concepts of flexibility and fluidity. Kawagoi used morphing techniques to draft it in several stages, which is why it’s often shown as a quick animation at the end of television ads — with some extra pyrotechnics.