Brevity and memorability are among the most common characteristics of a successful brand. Some of the most famous billionaires today may attempt to boil down their success to one word: chance. But perhaps other outliers are at play. Perhaps there is a reason you intrinsically know to whom the surnames Jobs, Musk and even West belong—one syllable simplicity. The word wax may conjure up an image of the stuff of candles, the byproduct of busy bees. But the word also means to grow, as in a waxing gibbous moon. An apple 30 years ago, to most people, was just a fruit. Now it’s a 2 trillion dollar company. What could wax mean 30 years from now? The visual representation of the word itself also cleverly depicts growing together, with letters literally overlapping each other.