The logo's central idea is a narrative with the brand promise of "Never Ending Progress."

An abstract yet recognizable mark that, from one angle, appears to form the letter N, serves as a visual representation of this. A classic optical illusion known as the Penrose staircase, which was first conceived by the mathematicians Lionel and Roger Penrose, is illustrated by the symbol from a different angle, which shows a combination of 2-D and 3-D lines that form an infinity symbol.

This concept aids in telling the brand's story in a way that reflects progress as something that never stops and converts into a lasting legacy, which is the brand's positioning.