Transforming Culture
LOGO, BRAND IDENTITY
The Project
Transforming Culture is a QPOC-led project aimed at building capacity for activists, advocates and organizers. They provide activists with tools to organize in ways that don’t replicate the negative aspects of the dominant culture, prioritizing self-accountability, and moving beyond mere conflict resolution.
Our Approach
We consulted with TC and learned about their goals to create a space for creativity, experimentation, and transformation. Since they provide long-term support for groups rather than one-time, one-size-fits-all solutions, they needed a brand that would truly feel supportive and inviting. We worked with them to create a mark that represents these creative and inspiring traits.
The Logo
The butterfly shape represents not only transformation, but also liberation, creativity, and joy. It feels very light and free, taking flight. The classic circular patterns within a butterfly’s wings have been transformed into human silhouettes, representing community, culture, and inclusivity. The result is a mark that is modern, flexible, and scalable, while representing highly complex concepts.
Brand Identity
The color palette is soft overall, using desaturated tones for a calming and approachable effect. The purple hues feel very creative and experimental, while the dusty blue colors represent kindness and trustworthiness. This combination represents Transforming Culture’s goal to create a relaxed and supportive mood, offering long-term support.
