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Community / Women’s Aid launches new brand identity on International Women’s Day

Dandelions and the colour blue are at the heart of the organisation’s logo

SHETLAND Women’s Aid has used the occasion of International Women’s Day 2022 to launch the organisation’s new brand identity.

Manager of the service Laura Stronach said its new logo “expresses the uniqueness of the humble dandelion” while continuing to prominently feature the colour blue to represent the sky, the sea and notions of open space and freedom.


Shetland Women’s Aid hosted an informal coffee morning on Tuesday to launch the new identity and give members of the public a chance to meet the team.

“Dandelions are strong flowers that can survive in almost any condition; they represent survival and overcoming obstacles,” Laura said.

“Many people consider these pretty flowers to be a symbol of people who survive great hardship and come out victorious at the end. Its yellow petals represent the sun shining on all the good deeds in your life. The black seeds of this plant are said to carry wishes for prosperity and new beginnings with them as they fly away into the sky.”

The colour blue has “long been associated” with Shetland Women’s Aid. In addition to representing the sky and sea, it is “associated with open spaces and freedom, intuition, imagination, inspiration, and sensitivity. Blue also represents meanings of depth, trust, loyalty, sincerity, wisdom, confidence, stability, faith, and intelligence.”

This year’s International Women’s Day theme is “break the bias”, and Laura said the local team worked hard to “bring awareness to the gendered analysis of domestic abuse and the prevalence of violence against women and girls”.

“Women’s inequality is the root cause of domestic abuse and violence against women and children,” she said. “We must fight to break the bias and bring a fresh understanding in our community of this shadow pandemic.

“We should be empowering the women and girls in our community to live fully and inclusively to their full potential.”

The Scottish Government is running a nationwide “equally safe” strategy to act on all forms of violence against women and girls.

“By this we mean violent and abusive behaviour direct at women and girls precisely because they are women and girls,” Laura said. “Behaviour which is carried out predominantly by men.

“Behaviour that stems from systemic, deep-rooted women’s inequality, and which includes domestic abuse, rape, sexual assault, commercial sexual exploitation (like prostitution), and so-called ‘honour-based’ violence like female genital mutilation and forced marriage.”

She added: “At Shetland Women’s Aid we continue to support women and children. If you have something to disclose, talk about, or if you just need to unpick a situation with someone in confidence then we are here for you, get in touch.”

  • You can phone Shetland Women’s Aid on (01595) 692070, email office@shetlandwa.org or contact them through Facebook, Instagram or Twitter.