The logo and colours explained

The icons and colours that come together to shape the ACS logo each represent something:

Magenta (book cover), deep-dark blue and teal

The Magenta (book cover) and blue colours depict the balance between masculine and feminine traits. In the Fourth Industrial Revolution the traditional masculine traits of aggression, proudness and confidence need to be balanced with feminine traits like collaboration, intuition and reasonableness. I have chosen magenta for the feminine and deep-dark blue to celebrate the masculine. For more information on masculine and feminine traits refer to the book ‘The Athena Doctrine’ by John Gerzema.

Teal represents a shift to more collaborative, innovative organisations where leaders empower their people to achieve, think differently and innovate to deal with the challenges and disruption of the Fourth Industrial Revolution. Organisations become living systems or organisms serving a purpose. For more information on teal organisations read the book ‘Reinventing Organisations’ by Frederic Laloux.

A butterfly

The logo is a butterfly and represents our transformational journey from being impacted and triggered by the world outside us, to living more from the inside out. Transforming from a chrysalis to a butterfly and living our greatest potential and passion every day.
The butterfly is either blue on white or white on blue, again showing two strong colours balanced perfectly in time.

Four people inside the butterfly

The people inside the butterfly are all connected to the body of the butterfly (the fifth person) to show the heart of connectedness – vulnerability. Their arms are outstretched as they are reaching and striving to achieve their full potential.

The fifth person

The fifth person forms the body of the butterfly. The circle inside the outstretched arms represents finding our true purpose. Once we focus on true purpose and live in alignment with it, we reach our greatest potential. Our lives become spiritually rich.

The upper half

The upper half of the butterfly has two trees of growth and wealth in the left and right hemisphere. The individuals are expanding to reach their full potential. The extra lines at the side of the top wings show the additional stretch or wingspan; growing, developing and stretching beyond what we originally thought we could achieve. The left and right hemisphere also represents the two parts of our brain and embracing both sides equally; the analytical and the creative brain.

The heart

The bottom half of the butterfly forms a heart. The heart of inclusion represents:

  • An unconditional respect for the individual differences we all bring or display,
  • Learn to suspend judgement and
  • Encourage everyone to bring their whole self to each and every interaction.

In addition, the heart represents connecting to our heart and creating a whole integrated being; connected equally to body, mind, heart and intuition (gut).