At first glance, you might miss the uniquely designed ampersand in our logo. Recreated by graphic designer Michael Morten, it’s a replica of the ampersand in an original Smith’s Grocery & Gas Station freehand-lettered sign from the 1940s. Smith’s was purchased by our founder’s Grandpa Ellis–an entrepreneur long before anyone considered entrepreneurship a profession–and thrived for five decades as a hub of commerce and community in Newton, West Virginia.

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The ampersand is a symbol derived by connecting the two letters of the Latin word et and has a rich legacy dating back centuries. It’s now a foundation of the HumanKind Business Leaders™️ approach, as well. We’re constantly seeking to connect, bind together, and combine strategy, brand, and culture within the organizations we serve. 

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Either/or and this/or mindsets undermine collaboration, innovation, DEIBA, and more, while a mindset that is both/and is generative, creative, and by its nature, inclusive. The concentric circle of ampersands in our logo signifies the flywheel effect: when we consistently focus on the connective tissue that binds our organizations together–and when we challenge our mindset with a both/and lens over and over–we can radically change our perspective and see more clearly that everything is in relationship to something else. 

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Doing so divests us from arguments centered on which is more important and encourages us to ask new questions like, “How can we better connect results & relationships, culture & strategy, accountability & compassion, and going fast & going far?” This is the foundation that HBL leverages to build great companies that not only have strong roots but also possess the capacity to surpass our imaginations.