The all concept is based on the quantum physics idea of entanglement, described as: "In a few words, entanglement is when multiple objects - such as a pair of electrons or photons — share a single quantum state. Like threads in a tangle of yarn, entangled objects entangled objects cannot be described as independent entities."

The logo comes from the union of different particles, just like the quantum physics description. And the all branding plays along the idea of moving particles connected to each other

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