BY Armin

A Fighting Logo

Quickly one year after the first case of AIDS was registered in 1981, the San Francisco AIDS Foundation (SFAF) — then known as The Kaposi’s Sarcoma Research & Education Foundation — was established to help the local community understand the new disease, and since then it has played a significant role nationally in the ongoing battle in AIDS/HIV prevention and education. Earlier this year, SFAF adopted a new identity, designed by San Francisco based Mortar, to carry the organization forward as it continues its unfortunately endless quest to control AIDS/HIV.

Logo and applications with photography.

What I like the most about this identity is how uncomfortable it is. It is not pretty, or cool, or nice. The angled, jarring type, inside the puncturing polygon shape is like an uncomfortable thorn that just won’t go away, bitterly like the disease itself. The integration of the logo and the black and white portraits emphasizes the human aspect of the organization and helps make sure other people connect with on a more personal level.

The logo can be rendered as a classic square shape for more conservative uses or it can morph into a variety of increasingly progressive polygon shapes.

The overall effect of the identity is every energetic and bold, which are the right kind of attitudes needed to carry on this important work.

Thanks to John Colucci for the tip.

\n\nQuickly one year after the first case of AIDS was registered in 1981, the San Francisco AIDS Foundation (SFAF) — then known as The Kaposi's Sarcoma Research & Education Foundation — was established to help the local community understand the new disease, and since then it has played a significant role nationally in the ongoing battle in AIDS/HIV prevention and education. Earlier this year, SFAF adopted a new identity, designed by San Francisco based Mortar, to carry the organization forward as it continues its unfortunately endless quest to control AIDS/HIV.

Many thanks to our ADV @ UnderConsideration Partners