 Proust's writing focused on memories and the idea that our memory affects our perception of reality and SFE incorporated this iconic madeline to symbolize the artistic process in which we transform our reality.The basis of the channel is a collective memory of moments which are the created reality of the artist behind the screen.The graphic design of the madeline also recalls the icon for Star Trek and the futuristic concept of "video paintings" which were originally inspired by science fiction set designers.