International Women’s
Today is International Women’s Day, a day to reflect on the position of women in our world. This year’s theme is #eachforequal, a rallying cry for the notion that each of us, individually, is responsible for our own thoughts and actions — all day, every day. We can actively choose to challenge stereotypes, fight bias, broaden perceptions, improve situations and celebrate women’s achievements. Collectively, each one of us can help create a gender equal world.
My company, Bellatrix Group, has chosen International Women’s Day to unveil our updated brand identity, which includes a new logo, colors, and font. Since our formation in 2018, we have made intentional choices to forge equality in the industries we serve (technology and health) as well as in the communities we live in. We believe that the fundamental fact of our existence as a female-owned, minority-led business with an Afro-Latina CEO, helps those who “want to be it, see it.” In plain speak what that means is that the world, and particularly young women of color, need to see more women who look like them running companies. A gender equal world is not enough. We feel strongly that a world in which intersectional aspects of identity are included should be the goal.
A day that celebrates equality and living with intentionality around our choices and how they impact others felt like a very meaningful launch day for our new brand. We believe the new look better matches our fundamental values as women who serve our partners with purpose and values, and who also have the business and marketing expertise to help them achieve bold commercial impact.
The process of designing our new brand was infused with meaning for us, as we were lucky enough to partner with our dear friend, former colleague, and badass designer Tony Bacchiocchi. He developed a system that is modern, sexy, crisp, approachable, smart, intelligent, friendly though knowledgeable, classy, ethical and connected. It is true to who we are as individuals, and as Bellatrix Group.
The “B” of the logo, quite obviously, represents our company name, but it’s stylized with curves to appear friendly, and even slightly human. It conveys a feeling of forward motion and evolution, which is exactly what we are trying to do with our work, for our partners, and for our communities.
International Women’s Day 2020 is about collective individualism — it’s about remembering and celebrating that we are all parts of a whole. Our individual actions, conversations, behaviors and mindsets can have an impact on our larger society.
Collectively, we can make change happen. Collectively, we can each help to create an equal world. At Bellatrix Group we work every day to be a part of that change, and to foster equality, and we are very excited to have a brand that represents our vision as well as our commitment to Humankind.
