AIDS Vancouver approached us needing a new name and brand fitting of HIV and AIDS today—one that reflects where the organization is headed while still honouring its proud history, and eras. This insight, and a commitment to the past, present and future of the HIV response – led to the name ‘Ribbon.’ The red ribbon, a longstanding symbol of the AIDS movement, serves as both a subtle reference to the organization’s mission and a way to honour its proud history and connection to the movement.

 

Ribbon Community’s new name allowed our design team to reimagine the iconic red ribbon symbol in a fresh way. The new Ribbon ‘R’ logo feels dynamic, and the various ribbon patterns, created by cropping portions of the logo, offer versatility. Alongside their purpose and values, we worked with their team to develop a brand persona that reflects how the organization wants to be seen: respectful, trustworthy, approachable, caring, and empowering. This persona shapes everything from their colour palette to their tone of voice.