Right away, we spotted that they would benefit from moving towards a more inclusive brand that did not idealize an able-bodied female figure. Instead, we explored visual symbols that would better resonate with the disabled and Deaf communities, ideally with the theme of overcoming challenges.
Our search led us straight to a legendary tale by Wangari Maathai. It tells of a tiny hummingbird carrying small drops of water in her beak to help put out a raging forest fire. The task seemed hopeless, yet she persisted. When the other, larger animals asked her why she thought she could put out the fire despite her size, she replied, “I am doing the best I can.”
Across many cultures, hummingbirds are a spiritual symbol of resilience. To First Nations on the Pacific Coast of Canada, the hummingbird is a messenger of joy that symbolizes beauty, intelligence, and love. The Aztecs believed that fallen warriors were reincarnated as hummingbirds. Their god of war, Huitzilopochtli, is even named after one (huitzilin).