The Story Behind the Amatsiko Tours Logo
When Jennie Powell, founder of Tree Duck Design, connected with Alex Atuheire on LinkedIn, neither could have anticipated the incredible journey they were about to embark on. What began as a professional exchange blossomed into a powerful collaboration fuelled by passion, purpose, and a shared desire to make a difference.
This blog explores how the Amatsiko Tours logo came to life, reflecting not just the brand’s mission but also the remarkable story of its founder, Alex, and the children whose futures depend on it.
A Meeting of Minds and Missions
Jennie’s connection with Alex was more than serendipitous; it was deeply meaningful. Alex, the Executive Director and Co-Founder of Amatsiko Preparatory School in Uganda, had an ambitious vision: to create a tour company that would showcase Uganda’s breathtaking beauty, from its lush forests to its iconic mountain gorillas. Yet this wasn’t just about tourism.
Amatsiko Tours would be a vehicle for change. Alex wanted visitors not only to witness the wonders of his homeland but also to contribute meaningfully to its people and communities. His dream was to give 20% of the tour proceeds back into sustaining the Amatsiko Preparatory School, which serves over 400 children, providing education and three meals a day—a lifeline for many families.
The school’s origin story is itself inspiring. Founded in 2014, it arose from Alex’s and co-founder Alphonse Twinamatsiko’s unwavering determination to uplift orphaned and vulnerable children around Lake Bunyonyi. Their grassroots work extended beyond classrooms to teaching essential life skills in sustainable agriculture, nutrition, and hygiene.
When Alex shared this vision with Jennie during their meeting, her response was immediate and heartfelt: “Let’s do this.”
Pro Bono with Purpose
Jennie, who loves working with brands that embody passion and authenticity, took on the Amatsiko Tours branding project pro bono. It was a decision rooted in her belief that design has the power to transform and that supporting Alex’s dream could ripple into countless lives.
She knew the logo needed to reflect Amatsiko Tours’ dual purpose: the awe-inspiring experiences offered to travellers and the meaningful impact these experiences would create for Ugandan communities.
Designing the Amatsiko Tours Logo
The logo design process began with understanding the values and personality of Amatsiko Tours. Jennie wanted the identity to capture authenticity, sustainability, empowerment, and connection—the very essence of the brand. For Jennie, designing the Amatsiko Tours logo was about more than creating a striking visual. It was about storytelling.
Key Elements of the Logo
1. The ‘A’ Shape:
At the heart of the design lies a subtle ‘A’, representing both Amatsiko and the brand’s focus on adventure and exploration.
2. Stylised Figures:
Two figures, intertwined, symbolise the connections fostered between travellers and local communities. This element echoes the brand’s ethos of mutual learning and support.
3. Flame Motif:
A flame-like shape within the design speaks to the transformative power of Amatsiko’s tours. This is a nod to the “fire in the belly” that drives Alex’s mission to create positive change.
4. Location Marker:
The overall logo shape hints at a location pin, reinforcing the idea of immersive, place-based experiences rooted in Uganda.
The Colours of Uganda
Jennie crafted the colour palette inspired by Uganda’s natural beauty and vibrant culture:
• Clay Red and Syracuse Orange: Evoking fiery sunsets and the earthy warmth of the African soil.
• Savannah Mist and Deep Forest Green: Representing the lush landscapes and serene forests that house the mountain gorillas.
The Ripple Effect
Today, Amatsiko Tours is much more than a travel brand. It’s a movement that empowers travellers to experience the rich heritage of Uganda while contributing to the lives of children at the Amatsiko Preparatory School.
Alex and Alphonse’s resilience and vision shine through every facet of the business. They know firsthand the transformative power of education and support. Now, through Amatsiko Tours, they are extending that opportunity to even more families.
Why This Story Matters
The collaboration between Jennie and Alex illustrates the magic that happens when creativity meets compassion. It’s a testament to how connections—whether made on LinkedIn or in person—can lead to incredible outcomes.
Jennie’s work with Tree Duck Design reflects her commitment to projects with purpose, and Alex’s vision for Amatsiko Tours exemplifies how business can be a force for good. Together, they’ve crafted a brand that not only captivates the eye but also touches the heart. You can explore Jennie Powell’s work and services on her website, Tree Duck Design.
