The Story Behind the Thread Brand Identity
A trademark (a.k.a. “logo”) is the symbol by which an organization represents itself. While the foundation of successful brand identity often starts with a simple graphic element, it derives meaning from the principles that inspire it, becoming more than the sum of its parts.
Consider the Nike “swoosh.” For some, it could represent the winged goddess of victory. Others see (and feel) dynamic motion or positive achievement. Some interpret it as a path to the pinnacle of personal accomplishment or a narrowing of the competitive field until only a champion reigns above all others.
When we started designing the logo for Thread Strategies, we wanted our story (i.e., the reasons driving for our existence) to be visible to all. An obvious starting point existed within our name and reflecting its meaning.
Since the beginning of civilization, thread (in its many forms) has been a vital connecting tool, bringing pieces together to create a stronger, useful whole. In a modern context, a thread is a topic of discussion where different thoughts, ideas, and perspectives are shared. In both our name and our logo, we want to express the importance of connecting great stories within the world of philanthropy.
The outside of the circle represents unity and our desire to share the whole story of the organizations we serve. Two “threads” exist because stories that connect with our hearts and minds have multiple perspectives and require consistent development and refinement. Over time, we combine the important work of the organizations we serve with individuals and institutions that share their visions for how to improve our world.
In the center, the “t” references the initial letter of our company name— Thread Strategies. Its lowercase nature reflects humility and the realization that we are never bigger than the causes we address. Fluid, back and forth motions create the t-shape and symbolize essential elements of successful communication, first listening and clarifying and then generating ideas and taking action. Here, a single line shows the importance of a focused message.
On either side of the “t,” two spaces are created and represent the contrary forces we seek to address—for instance, need and opportunity.
Lastly, the line is never ending. While we hope the issues facing our clients and their constituents may one day be addressed, we realize the on-going opportunity to help others.