These are some of the qualities that we desired our logo to evoke:

1. Represent ancient wisdom, yet look contemporary (it should transcend time) 
2. Be simple, elegant, and classic 
3. Have a Web 2.0 look 
4. Look good both in monochrome and in color
5. Based around a symbol, yet elegantly integrated with the letters “liforia”

We chose the image of quincunx for the ancient wisdom it represents.

Quincunx:

An arrangement of five figures within a square. Historically, it has infused the worlds of nature, man and the stars. As an ancient alchemy symbol, it represents the whole being more than the sum of its parts. In the alchemical mineral world, the quincunx occurs in the formation of metals, in atomic structures. Additionally the quincunx represents (wo)man's ability to cross from four to five his/her nature. Meaning we all possess the four levels of physical matter (stone, plant, animal, man) and we are able to ascend from these four elements to the final fifth – which is godlike or enlightened stature.

The significance of the quincunx pattern originates in Pythagorean mathematical mysticism. This pattern lies at the heart of the Pythagorean tetraktys, a pyramid of ten dots. To the Pythagoreans the number five held particular significance and the quincunx pattern represented this significance. (quoted from Wikipedia)