We think it’s important to explain the thought process behind the development of the Black Sheep branding. When we first started going through the process of trying to capture the development of the Project, we wanted to ensure we retained the foundation of what the Project was, but also recognise the individuals that make this the incredible community it has grown to be and those that have continually supported us to enable it to become what it now is. A Project with true purpose.

So to those who ask "How can you be a Sheep and a Wolf at the same time? It doesn't make sense." The answer is this:

In reality it’s a simple notion. Black Sheep stand out from the crowd and appear noticeably different from the group they are surrounded by. The Alpha Wolf in a similar vein stands out from the crowd, usually head and shoulders above the rest. Leads by Example and thus is the driving and motivating force for the good of the group as a whole.

This is how a black Sheep can be both separate from the crowd but still lead and act for the benefit of all. This is the essence of our Black Sheepness!

The concept of ‘Be The Alpha’ has always been part of the ethos, but we never knew how to truly embrace it and even though the branding was and is driven by the Black Sheep persona, we wanted to try and recognise that ‘Alpha’ element and incorporate it into the new branding.

It is a myth to suggest that The Alpha Wolf is solitary animal comfortable with loneliness. Granted they can be violent and assertive when needed, but they are compassionate and gentle, the personification of heart, mettle and strength.”

The reality is the project has morphed a fair bit and will continue to do so as we move forward, and as such it felt right to ‘morph’ the Black Sheep and the Alpha. For us the nature of the Black Sheep and The Alpha are very much symbiotic, we hope that this update to the Branding is reflective of that, and it retains the original ethos of why this project was created in the first place, but also captures the collective characteristics of everyone involved in this Project now and in the future.