I think the idea behind the specific imagery is much like their stated intent. All the good parts of Church without "God." You want to evoke a similar feeling of hope, and yes, a bit of mysticism, because people enjoy it. They enjoy magic shows, and art, so I believe they're trying to reach some of that similar vague emotion you feel when you step into an ancient cathedral, or mosque, or temple of any kind. You don't have to be religious to be reverent.
Of course, but what I'm getting at is that iconography always brings certain associations with it and expectations, which have so often in the past slowly allowed organizations to become things that were not always in line with the initial intention. I'm not characterizing that as good or bad, more wondering if they're trying to shape that somehow and to what extent.