This symbol and the words embody what is organic and powerful in this world. Why use the words ? Because we believe people want to do both in life. This iconic mark we call our “Atman.” Atman is an ancient Sanskrit word used to describe our Soul which is also indistinguishable from the Universal Soul. The Atman infers many associations, but was designed with these forms in mind: the top "V" shape represents the horns of an impala; the lower left shape is the canine of a tiger, and the lower right "hook" reveals an eagle's talon.

Our Atman and tagline are synonymous with global consciousness - in both conservation and humanitarianism. Consider it like a "pink ribbon" for nature, imbued with a powerful message.