Our Logo

Our logo incorporates a compass where south is up and north is down – a reference to south-up maps (see above). Studies have shown that when people view conventional, north-up maps they tend to demonstrate biases where they associate the North with wealth and the South with poverty. It’s no coincidence that this worldview also relates to race, since white people make up the majority in the Northern Hemisphere and people of color make up the majority in the Southern Hemisphere. When individuals are presented with a south-up map, racialized north-up biases are reduced. South-up maps are a prime example of Re-Imagining conventional practices to design a system that reduce bias and creates a more equitable world.