ROOTA and the Phoenix are more than a logo and brand. It's a perception and how others think about us, not just what we see ourselves accomplishing. It is a symbol for renewal and for a new way of life. In essence, the Phoenix exists in mythologies of many Mediterranean cultures which embraces the idea of earthly tones with a mixture of browns and richer colours such as orange, red, green, and yellow. Each colour symbolizes a specific element; brown referring to the ground or soil (earth), orange being the rising sun, yellow symbolizing happiness and hope, while green is new beginnings, abundance, and nature. When we talk about the ROOTA brand, we are talking about the basic goals that we aspire to accomplish being supportive of a marginalized community, such as the Zabaleen, in rising out of the ashes. Our brand reflects our aspirations and our hopes as well as our approach in achieving sustainable and lasting change in a community and hence, ROOTA stands for Rising Out Of The Ashes.
