Logo Concept
The core symbolism, design anatomy, color palette, and usage guidelines of the Transatlantic Slaves Homecoming & Door-of-No-Return Standard (TASH Standard) logo.
Legal status
Five themes, one image
The logo communicates five themes simultaneously — the core symbolism of the Transatlantic Slaves Homecoming & Door-of-No-Return Standard.
Primary Logo Design
Anatomy of the mark
The logo’s central image is an open doorway featuring a stylized “Door of No Return.” Unlike its historical association with departure and loss, the open door faces Africa, representing remembrance, reconciliation, the restoration of dignity, and a symbolic return. This doorway serves as the focal point of the logo.
Color Palette
Color and meaning
The logo communicates five themes simultaneously — the core symbolism of the Transatlantic Slaves Homecoming & Door-of-No-Return Standard.
Symbolism in depth
Stars
Stars symbolize guidance and navigation, such as the North Star, which enslaved people used as a beacon for escape and freedom. They also represent a spiritual link between ancestors and descendants and stand for those lost to history without names.
While Black stars often symbolize mourning and remembrance of lives lost through slavery, the African diaspora, and the roots of Black identity, red stars are linked to bloodshed caused by violence, exploitation, and resistance; they embody sacrifice, the suffering under slavery, resilience, and the enduring spirit of rebellion. These symbols — the blood of the millions of enslaved Africans who suffered, died, and fought against the brutality of white supremacy — reflect both historical memory and ongoing resilience.
Visual Identity Guidelines
Rights of use
Consistency in the representation of the TASH name and logo is essential to maintaining the integrity of the TASH Standard as a global framework for remembrance and cultural restoration.
National TASH coordinating bodies, heritage authorities, and multi-stakeholder councils in TASH-implementation countries are granted permission to use the TASH name and logo in their official materials.
This includes the right to develop and use a national derivative version of the TASH name and logo. The TASH Standard encourages such contextual adaptation and will support national bodies in developing country-specific visual identities aligned with the global TASH framework. The TASH Secretariat (provisional) may be consulted before initiating or modifying any derivative version of the TASH name or logo to ensure consistency with the core principles of remembrance, dignity, and historical accountability.
Countries in the process of preparing for TASH implementation may request permission to develop and use a provisional derivative version of the TASH name and logo. Use of the TASH name and logo prior to formal recognition as a TASH implementing country must never imply full membership status.
The rights to use the TASH name and logo, including any derivative versions, may be suspended or withdrawn if a country's status within the TASH framework is revoked or formally discontinued by the governing council.
The TASH Secretariat grants supporters of the TASH Standard a limited, non-exclusive right to use its name and logo in accordance with the principles of dignity, remembrance, and historical truth.
Recognized TASH supporters may include:
- Governments
- Traditional and local authorities
- Civil society organizations
- Academic and research institutions
- Museums, memorial foundations, and heritage bodies
- Philanthropic foundations and cultural trusts
When permission is granted under this section, the TASH name and/or logo must not be used in any way that suggests or implies endorsement, certification, or approval of the activities, products, or services of the organization using it, nor of the originator or sponsor of such activities.
Any publications or materials using the TASH name and/or logo should be shared with the TASH Secretariat (provisional) for record-keeping and review within a reasonable period after publication. Where possible, accompanying explanatory text should be drawn on officially approved TASH narrative descriptions to ensure consistency in historical framing and memorial language.
If descriptions of the TASH Standard are sourced externally, consultation with the Secretariat is recommended before publication to maintain interpretive alignment.
Use of the TASH name or logo may be considered fair use without prior permission for:
- Academic research and scholarly publication
- Educational and pedagogical purposes
- Documentary journalism and news reporting
- Cultural critique, commentary, and public discourse
In all fair use contexts, the TASH logo or name must not be used in any manner that implies endorsement, institutional affiliation, or official certification by the TASH Standard.
Materials using the TASH name or logo under fair use should, where appropriate, include attribution to the TASH framework and its guiding principles of remembrance, dignity restoration, and historical accountability.
For any use not covered above, written permission must be sought in advance from the TASH Secretariat (provisional). Applicants should provide a description of the intended use, sample materials, and placement details for the TASH name or logo.
The following uses are not permitted
- Use of the TASH logo as part of another organization's logo, trademark, or branding system
- Commercial use, including advertising, marketing, or promotion of goods or services
- Use as a permanent decorative or identity element on stationery, merchandise, or business materials
- Any use implying certification, approval, or official validation of activities or services by the TASH Standard
- Any use that distorts, minimizes, or misrepresents the historical scope of the transatlantic slave trade or the purpose of the TASH framework
Standards
Rules governing reproduction and display
Where authorized, users must ensure:
When the TASH logo is used in digital contexts, it is encouraged — where technically possible — to link to an official TASH information portal or a designated repository of historical and educational resources.
Content Use Policy
Republishing TASH content
Unless otherwise noted, TASH-related textual content may be republished for non-commercial use for educational, academic, and memorial purposes, provided that appropriate attribution is given.
Attribution should follow this format:
All reproductions should preserve the original meaning and must not alter content in ways that distort historical context, minimize the legacy of enslavement, or contradict the principles of remembrance, dignity restoration, and cultural accountability.