What's the meaning of this? The new Essence branding

Essence has unveiled the results of a nine-month rebranding process done with design studio Ueno. As with most such projects, the aim was to "translate the things that make us special into a modern brand experience", the company said.

Here's the thinking behind some elements of the rebranding, straight from the company itself.

The logo:

...utilizes descending font weights to convey the meaning in our name; specifically our ability to help clients get to the simplest, most efficient—and most effective—articulation of an idea.

The brand colours:

Originating out of the aerospace industry, International Orange was developed to set objects apart from their surroundings. For Essence, it distinguishes us in the marketplace while conveying the energy, positivity, and optimism we’re known for into our website, social channels, and our work around the world.

The fonts:

...we wanted to balance our data-centric business with an editorially-led verbal identity with a more conversational tone. Our style guide pairs the robust serif Cambon (from General Type Studio) with the rational and clear Sharp Sans (by Sharp Type Foundry). 

The website:

Our new site is a platform that celebrates our mission and elevates the unique combination of creativity, technology, and people that differentiates us. Designed with four principles in mind, the site seeks to create clarity out of complexity for users, convey Essence’s disruptive influence in the industry, evoke the balance between ideas and data at the heart of everything we do, and represent our willingness to constantly learn and improve.