Why We’re Re-Branding

We are now taking the opportunity to evolve our brand as Blueprint: Enhancing the well-being of men and communities, in order to communicate the breadth and magnitude of our efforts to help men contribute more positively to their role in families and communities. Blueprint truly represents our work and aligns with our value proposition. We believe in the possibility of all genders striving together for a more equitable, compassionate and sustainable world.


A lot has changed since we first launched The Men’s Initiative in 2015. As we enter our sixth year of action research to change lives in the communities of sport, protective services and business, it is apparent that it is time for a new name and brand that reflects our impact in the world.

Blueprint, our new name, comes with a new look and logo marking a significant milestone in our journey. The year 2020 was difficult for our communities. As we dealt with COVID-19, we shifted our program delivery to support them virtually. We also took the opportunity to re-group, to reflect on our core values and to explore what we aspire to become as we move forward into a hopeful future.

Why are we re-branding?

The name change to Blueprint is part of our journey, in which we realize our true potential as a research organization that creates relevant impact in the world and expands our reach through the individual stories of change in our communities. While our focus is on men, our work is gender-inclusive and we demonstrate what is possible for diverse communities by deepening the connection between all members.

The Blueprint brand helps us create a strong presence by aligning our mission to enhance the health and well-being of men and communities as we engage with partners, lead courageous conversations with commitment to dialogue and tell the stories of men and boys thereby allowing them to enhance their contributions to their own families and communities.

What does Blueprint mean?

A blueprint is a plan that describes how to do or achieve something in the future. It comes to us from two meaningful sources. The first, a 1967 Martin Luther King Jr. speech to youth whereby he says, “I want to ask you a question, and that is: What is in your life’s blueprint?”.

The second is from author and powerful feminist writer bell hooks* who says, “ Men cannot change if there are no blueprints for change. Men cannot love if they are not taught the art of loving” in The Will to Change: Men, Masculinity and Love’.

Through Blueprint, we are mapping men’s place in a new, more inclusive world and by doing so we will enhance the well-being of men and the well-being of those in their close relationships, with whom they live, work and play. Our work cannot be done in isolation with men without the involvement of others. We conduct leading-edge research about men and their relationships, we develop programs for men and those who relate to men and we convene leading conversations about men and boys living with a more aspirational masculinity. Our work is gender-inclusive and ultimately we strive for healthier communities, deepening the connection between all members with a profound impact on enhancing safety and inclusiveness for all.

How did we decide on our logo?

The icon has a reversed fingerprint in the lower half of the B that intersects the B and creates an emergent P. This, in turn, creates a monogram and personalizes the B. The symbol of the fingerprint represents individuality, authenticity, uniqueness and also addresses the power of the collective. It celebrates the idea of an imprint. What type of mark do we as individuals want to leave in this world? Together, when a number of individuals commit to change, we see a much larger imprint and this represents a societal shift. Therefore, the fingerprint symbolizes our stamp and commitment to authenticity, redefining ourselves and community.

What does this mean for YOU?

As we launch our brand, we’d like to thank you for your ongoing support and commitment to our mission of enhancing the integrity and well-being of men for the benefit of families, communities and the world.

This is the start of many changes to our identity, as we engage with you on our website and social media. You will see some of the changes implemented already. However, there is more to come!

Stay tuned for more!

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* Gloria Jean Watkins chose bell hooks as her pen name, borrowed from her maternal grandmother, Bell Blair Hooks.  Ms. Watkins insists that the lower case be used for her pen name.  (Wikipedia: Dinitia Smith (September 28, 2006). “Tough arbiter on the web has guidance for writers”. The New York Times. p. E3.)