Amaranth in Mythology
Amaranth, literally ‘unfading flower’ or ‘one that does not whither.’ In Greek mythology, the amaranth was a magical flower hidden by the gods and believed to bring immortality to any who could find it.
Aesop wrote of the rose and the amaranth in the 6th century BC in his Fables to compare fleeting and everlasting beauty.
A Rose and an Amaranth blossomed side by side in a garden,
and the Amaranth said to her neighbour,
“How I envy you your beauty and your sweet scent!
No wonder you are such a universal favourite.”
But the Rose replied with a shade of sadness in her voice,
“Ah, my dear friend, I bloom but for a time:
my petals soon wither and fall, and then I die.
But your flowers never fade, even if they are cut;
for they are everlasting.
Amaranth in Reality
At some point, the name amaranth was given to the plant that now bears its name. It has been cultivated by mankind for 8000 years for a grain-like seed that was a staple in the Aztec diet and used in their religious ceremonies. Its cultivation was banned by the conquistadores, but today amaranth has been resurrected as a crop and is cultivated in the US and Mexico. You can often find Amaranth flour in the natural food aisles of the grocery store.
This name resonated with me, as what I do is try to preserve the fleeting moments of childhood and give your little unfading flower a kind of immortality. I chose to celebrate the mythical flower in the logo, in honor of that legend and what I try to do every day.