Designer Mike Smith of Smith & Diction explains the rationale behind the design:
"Sitting in a timeless circular shape, the concept ties to both individuals and interactions between people. The icon begins in the center, with a sun. On the left, that sun radiates out in layers—reminiscent of the layers of meaning behind the Bible, or even the three parts of the Word. Then, these layers turn into sunbeams, the many different expressions of these same core ideas. On the right, these elements swap places. The many individuals impacted by the teachings of Swedenborg move outward as sunbeams, which then transition into a series of circles—the themes and ideas and efforts that bring people together."