Behind The Emblem
Knowing Frillwit® is short for "For Real With It", you may see the FW when looking at the emblem, but there is much more behind the FW than it may seem.
If you look closely, you will see a second image. If you see stairs, you are correct. Unlike an elevator, the purpose of the stairs is to show that you do not move up from where you are unless you take the next steps yourself.
The emblem was designed to represent that you can make things happen when you focus on making it happen.