On February 27, 2025, under a new moon in Pisces, with great delight, we launched our new logos and website into the world. We think it’s more than fair to say “We’ve come a long way, baby!”
Our first logo back in 2013 was designed by Jennifer using PowerPoint. Yeah, PowerPoint. With a stencil font that mimicked the actual stencils we used to paint our name on equipment and our homemade uniform shirts, and with a stock Celtic Tree of Life embedded in some psychedelic sun rays. After a friend hand painted our trailer sides with our company name in the font from the Grateful Dead’s 1967 self-titled LP, we upgraded to the closest matched font we could find, Boecklins Universe. And that was all she wrote for 11 years.
In 2024, we decided it was beyond time to spiff up the digital joint, and we began working with Justine Shu, a designer based in Victoria, BC, whose process and products sparkle with joyful authenticity and a whisper of magic.
Over the course of a year, Justine provided us time and time again with genuine value beyond our expectations. She saw what we could no longer see being so close to our business. Using a systems approach, she wove multiple perspectives and anchored our rebrand in the larger culture. We often emerged from meetings with her feeling that not only we, but our company, had been through an affirming and healing counseling session. How lovely it feels to be seen! The logos and website design she created radiate GTB’s spirit, ethos, and truth at the crossroads. We feel renewed and rejuvenated and ready to keep on truckin’ on! For a glimpse into our rebranding process, check out Justine’s portfolio.
We send our love and deep appreciation to these two amazing women! Thank you.
