How 3BL’s new brand is Like Fungi, Fractals & the Earth

3BL Associates is incredibly proud to launch our new brand and website! It has been a labour of love and much thought has gone into every illustration, icon and word. Our new brand represents the way 3BL works. Like mycorrhizal funginetworks that connect different plants and transfer water, carbon, and nutrients; we connect multiple stakeholders to create a thriving ecosystem rooted in the values and wisdom of the earth.


The blue circle in our logo represents the Earth, with 30% land and 70% water.


The roots and shoots are like a lotus flower that grows out of the mud and blossoms above the muddy water surface. We look towards the inner journey first and foremost, channeling the potential and values in the outer journey of service.


Fractal patterns and networks: “For decades, we tacitly assumed that the components of such complex systems as the cell, the society, or the Internet are randomly wired together. In the past decade, an avalanche of research has shown that many real networks, independent of their age, function, and scope, converge to similar architectures, a universality that allowed researchers from different disciplines to embrace network theory as a common paradigm.” — Albert-László Barabási.


The trinity  of the 3 circles represent various trinities like People, Planet, Profit; Head, Heart, Hands; and Soil, Soul and Society.


We would love to know what you think!