Aaduna takes its name from the phrase "aaduna si dofa rey" meaning "the world is huge" in the Wolof language spoken in Senegal, Mauritania, and The Gambia. The use of lower case letters in aaduna's name reflects a sense of humility which seeks to serve, strengthen and empower. Its logo, which can be seen as a single face or as two side portraits, is based on a Southeast Asian woodcarving and represents the idea that the world's people may be distinct but ultimately share a common and universal humanity. The joined hands in the logo refer to aaduna's spirit of collegiality and teamwork.
With a stated mission that includes uncovering new and emerging talent, especially people of color, aaduna works toward building relationships with the writers and artists whose work it presents and provides ongoing support and promotion. High among aaduna's objectives is to narrow the distance between the audience and the creative person.
