Animas Centre for Coaching believe that coaching can play an integral role in unlocking human possibility. By harnessing the power of its community, establishing coaching programmes in areas that otherwise would struggle to access it, they wanted to redefine coaching within this field of work and create a worldwide culture of coaching for social impact.

Social impact is making a measurable, purposeful, positive difference to people’s lives. It’s applying coaching, or any of its dialogic facets, be it training, facilitation or mentoring as a key intervention to either bring about a positive social change or address a pressing social issue.

Rooted from the mission of the initiative, the identity treats the logo symbol as a metaphor for a room — a personal actual/emotional space to think, to learn, to explore, to feel, and to be. It also symbolizes impact in its purest form, while using one of the secondary colours of Animas — warm pink — to keep it friendly and approachable.