The story behind our logo
30th November 2021
We champion the idea that differences, both within a group as well as between different groups, can give rise to different but equally valid outcomes, be it lived experiences, expressions, expectations, ambitions etc. Just because something is different doesn’t mean it is ‘more’ or ‘less’ than. Homogeneity is not a prerequisite for equality, and our logo celebrates this idea.
Our logo originated from the mathematical symbol of ‘equal’ (=), graphically two horizontally elongated and identical parallel rectangles. So, we asked, “how can we modify this symbol using elements that are different?” and came up with the use of two geometrical elements, one original rectangle and the other a new modified circle placed on top of the rectangle. In order to represent equality via this symbol, we have maintained an aspect of the new circle as equal to the original rectangle – its area. Both the rectangle and the circle here are two-dimensional closed shapes that bind within them equal areas. We acknowledge that the area was not the only geometric feature that could symbolise equality, however using area as the symbolic feature gave us an added advantage.
The two sides of the lower rectangle follow the golden ratio and as already mentioned the upper circle has the same area as the lower rectangle. Maintaining these features gave rise to a symbol that for us expresses equality beyond homogeneity, but also one that looks like a human icon. And perhaps more importantly, a human icon that has not been assigned any traditional gendered characteristics. By not assigning gendered characteristics, we are inviting self-interpretation of the icon, a symbolic expression for self-identification as opposed to assignment, as well as acknowledging the fluidity and complexity of gender identities, experiences, and expressions.
As we zoom out from the central element, this human icon-like figure sits in a hollow circle binding the central icon and ensuring a harmonised foreground to background ratio. The binding circle, however, also represents a ‘lens’, which for us is a gender lens that helps us focus our work, which aims to contribute to mainstreaming gender equality in the financial and entrepreneurial ecosystems.
Finally, we have chosen purple as the colour for our logo, as a colour that symbolises women, signifies justice and dignity, and is celebrated globally during the International Women’s Day.
To us our logo represents both the complexity of understanding and implementing a gender lens, but also the necessity of it, and it achieves this by using a minimalist icon which remains open for self-interpretation.
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