The logo Alchemy Inc. has chosen is referred to as a Mandala, which is Sanskrit for “Sacred Circle.” It is an expression of Buddhism’s unified view of the cosmos, integrating the human and divine realms. Carl Jung considered the Mandala to be a symbol of the psyche, the soul.

The colors black (nigredo), white (albedo) and red (rubedo) are the colors of transformation in regards to the chemical process of alchemy. We do not use the color yellow, representing gold, for it is inside the individual, and this is what we desire to extract.

The square is an indication of our wish to find our way in an apparently chaotic world by introducing directions and coordinates. Inherent in the square is an ordering principle that seems innately present in all humans; the figure forms a duality of the circle, the form associated rather with the heavenly powers. The squaring of the circle symbolizes the wish to bring the celestial and terrestrial elements into an ideal harmony.

The circle represents totality, wholeness, enlightenment, human perfection, and continuation. The circle has no beginning, no middle, and no end. The circle exemplifies the final union of the masculine and feminine principles, the union of opposites that make up the total personality.

The center of the circle represents the Self, the center of the personality, a central point within the psyche to which everything is related and arranged. The center is itself a source of energy. The energy of the central point is manifested in an almost irresistible compulsion and urge to become what one is, this is just as all organisms are driven to assume the form that is characteristic of its nature, no matter what the circumstance.

(The above was taken primarily from the works of Carl Gustav Jung.)