The association for the whole identity is about the bee-hive. Just as bees work together in a hive to achieve a common goal, the brand's web-based solutions enable businesses to collaborate and work together more efficiently.
The hive also symbolizes organization and productivity, which aligns with the brand's focus on streamlining workflows and increasing productivity.
Additionally, the metaphor of a beehive used to emphasize the brand's commitment to simplicity, as bees work together in a highly efficient and simple manner.