We use the image of tree rings as our visual identifier because they represent a great example of telling a story with data.  Each ring represents a year in the tree’s life.  Thick rings mean fast growth due to the right amounts of sunlight, warmth and water while thin rings mean less salutary conditions.

In other words, if you look at a tree trunk, the data of the rings tell the story of that tree’s life.  We aim to tell stories with that kind of clarity.