Atlas- Our Logo

Our logo draws on common archetypes and symbolism familiar to most cultures. Although in different form and expression the story of Atlas is ever applicable and perhaps never more appropriate than in the context of sustainable development. Due to its allegorical richness, the myth about the Titan has been used in several different contexts. To SDGI Atlas represents values such as responsibility, endurance, humility and above all commitment.

The Story and Iconography of Atlas

As the strongest of the twelve Titans, Atlas came to replace the much older Titan Cronos in the legendary ten year long Titanomachea (struggle) between the Olympian Gods and the Titans. When the Olympians came out as victors, Atlas was punished to forever uphold the heavens on his shoulders.

Represented by a sphere, Atlas sustains the universe in his inverted embrace by supporting the weight on a kneeling leg. It is not the burden which weights Atlas most, but possibly the knowledge that his labours are perhaps ever enduring. For it is a remarkable responsibility he shoulders and one he accepts with commitment and humility. Although the strongest of the Titans he is not portrayed as a God, for there is more humanity in Atlas than is visibly perceived. Not because of heritage, kin or birthright but rather because of duty, with only the star-shaped head as witness of his privileged origin, he kneels before what he holds.

Just like the universe on Atlas' shoulders, we may not perceive poverty we are not in contact with. Nevertheless, we are all affected by its weight.