The letters in each design are meant to express the word that they spell out. The letters in the word build form together to create a large tower, while destroy are laid out haphazardly as if they had just been knocked down. The F in the word fear is much larger causeing the the other letters to shrink as one might do when confronted by something the are afriad of, while the letters in bravery, huddle together to make an unbreakable chain.