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Our Brand Story

At the heart of the Sheldon Kennedy Centre of Excellence lies a vision deeply rooted in compassion, innovation, and community. We embarked on the journey of creating our brand story and new logo by asking our dedicated staff what the Centre of Excellence represents to them. Their answers formed the foundation of our brand ethos: a safe space, integrated partnerships, trauma-informed practices, collaboration, community, data-driven research, innovation, and above all, a commitment to being child-minded and trauma-informed.

Inspired by these foundational values, we sought to create a logo that not only encapsulated the core of our mission and visionary aspirations, but also echoed the profound inspiration drawn from our programs and our serene surroundings. The idea of incorporating a tree emerged as a powerful symbol of growth, resilience, and interconnectedness. The tree, with its deep roots and outstretched branches, reflects our commitment to creating a safe and nurturing environment for all children, youths and families who walk through our doors. Across cultures and ideologies, the tree holds significance as a symbol of unity and growth, reflecting the diverse beliefs and experiences of our community.

As we delve deeper into the symbolism of the tree, we uncover layers of meaning. The circles intertwined with one another – symbolizing the leaves and branches, represent connectivity and inclusivity – a reminder that we are all interconnected, each one of us an integral part of a whole. Just as the roots of the tree run deep into the earth, our partnerships run deep, forming a network of support and collaboration.

The leaves of the tree, shaped like circles, symbolize unity and diversity. Each circle represents a partner, a community member – a child; their colors are a testament to the richness of our collective experience. Together, we form a mosaic of strength and resilience, united in our commitment to creating a positive change.



At the core of the design lies one of Sheldon Kennedy’s most powerful sentiments, reminding us of the importance of “connecting the dots” to understand the impact of trauma. Our logo serves as a visual representation of this commitment – a commitment to connecting the dots of trauma, to understanding the complex interplay of factors that shape the lives of those whom we serve.

Delving into another layer of our logo’s symbolism: the dual representation of a tree as well as an abstract illustration of the brain. This neuroanatomical rendering embodies our unwavering commitment to evidence-based practices and pioneering approaches in child advocacy.

This amalgamation symbolizes more than just anatomical structure, it signifies our Centre’s dedication to data-driven insights, transformative practices, and the continual evolution of our approach. It is a symbol of our Centre’s commitment to understanding the data, measuring, and shifting the practice to better serve children and youth; honoring the stories behind the statistics, translating knowledge into action and breaking down silos through multidisciplinary collaboration.

For us, this depiction encapsulates not only creativity, innovation, and expertise, but also the emotional dimensions of the brain – the intricate network of connections, the empathetic understanding of others’ needs, and, above all, the paramount importance of mental health – a core pillar of the Sheldon Kennedy Centre of Excellence.

Our logo is more than just a symbol – it is a beacon of hope, resilience, and healing for all those who walk through our doors. The Sheldon Kennedy Centre of Excellence: Where unity, strength, and healing converge to create a brighter future for generations to come.