While our logo looks simple, in incorporates many ideas that are relevant to our our foundation. Everything from the shape, colour, the symbols and fonts where taken into careful consideration. In addition, we followed the Good Flag, Bad Flag principles of vexillology as guidelines, by replacing the word flag with logo:
- Keep It Simple. The logo should be so simple that a child can draw it from memory.
- Use Meaningful Symbolism. The logo’s images, colors, or patterns should relate to what it symbolizes.
- Use 2 or 3 Basic Colors. Limit the number of colors on the logo to three which contrast well and come from the standard color set.
- No Lettering or Seals. Never use writing of any kind or an organization’s seal.
- Be Distinctive or Be Related. Avoid duplicating other logos, but use similarities to show connections.
Using these principles, we designed our logo:
- The hexagon – The hexagon was chosen as it forms part of the shape of an indole ring (6 membered benzene ring and five membered pyrrole ring). The indole ring is part of the chemical formula of tryptamines (most famously LSD and Psilocybin). On another level, the hexagonal shape was made famous by chemist August Kekulé who famously day dreamed of an ouroboros to discover the structure of benzene. This is an example of the subconscious mind helping discover scientific truths.
- The koru – in the corner we placed the Māori symbol koru, symbolising new life, growth, strength, and peace; all potential remedies that psychedelics may bring as medicine. The inward coil also can mean a return to the origin.
- Lower case ‘e’ – The koru is flipped around to make an ‘e’ for entheos, which is greek for ‘the god within’.
- Green – is often symbolised as colour of healing, nature and energy – as well as a colour that is often associated with New Zealand flora.