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What’s up with the ΙΧΘΥΣ fish?

ΙΧΘΥΣ is the Greek word (icthus, ἰχθύς) for “fish.” The first letters of each word together form an acronym: Iesous Xristos Theou Yios Sotare. That is, Jesus, Christ, Son of, God, Savior.

  • Iesous (Iasoos, Jesus) First letter: ‘iota’, Ιησους
  • Xristos (Christos, Christ) First letter: ‘chi’, Χριστóς
  • Theou (Theou, God) First letter: ‘theta’, Θεοῦ
  • Yios (Huios, Son) First letter: ‘upsilon’, Υἱός
  • Sotare (Sotare, Savior) First letter: sigma’, Σωτήρ*

So, what’s that got to do with logo design, website design, WordPress themes and the other creative services offered here?
Simple. Brand Cultivation was conceived and established on the basis of Christ-centered values, ethics and business practices. These principles include humility, loving everyone, and serving each client with diligence. For example, we are motivated by scriptures like Colossians 3:23 that commands us to do our work “with all our heart” as if we were working directly for God.

Doesn’t that run the risk of alienating potential clients and/or freelancers?
Possibly, but it shouldn’t. Granted, many small businesses, even those owned or operated by those professing to a given faith, don’t acknowledge their faith publicly. We’d much rather be transparent in this, and in all things. Honestly, we wish more businesses, large and small, would be open and transparent about their values. It can help people decide whether or not they want to do business together. So, yes, we might possibly lose business by acknowledging our faith-based values, but at least we’re being honest and forthright.

Do you only work with Christian businesses or freelancers?
Not at all. Outside of this symbol, you’re not likely to encounter any mention of faith or religion here or in conversation with us, unless we’re displaying the work from a faith-based client. We strongly believe that matters of faith are personal, and that everyone is fully entitled to their beliefs, or lack thereof. We don’t preach internally or to our customers. What we do is to make the absolute best logos, websites, content and other creative services possible in the most efficient and cost-effective way we can.

In short, we are honored to serve others with a joyful attitude and diligent work ethic.


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