The phrase Take it for granted means "To underestimate the value of; to fail to properly appreciate someone/thing as a result of overfamiliarity; to expect someone/thing to be always available in some way without thanks or recognition."

Our logo expresses this in the way we often take nature (apples, trees, the food our survival depends on) for granted when we really should be seeing the huge value in them (represented by the dollar-bill leaf). It's a wake-up call to respect the things we value the most but have forgotten to.

This extends to the greater concept of nonprofits as well, as a wake-up call to society to remember to value that which is important but has too often become neglected... low-income housing, education, the environment, art, the young and the elderly, neighborhood development, welfare and protection, health, human services, and a whole range of other vital concepts.