International AIDS Society introduces new branding to capture ‘human and emotive’ aspect

The International AIDS Society (IAS) has renewed its branding to highlight the 'human voices' behind its work amid the introduction of a new strategic focus.

The membership-based organisation worked with brand consultancy The Partners on the new look, which will see the brand proposition, identity and logo will now feature across all online, print and marketing materials as part of the IAS’ new strategy.

The narrative now takes an ‘emotive but direct’ tone of voice to convey the societal and personal impact of HIV, while the centre of the brand identity is underpinned by the iconic red ribbon, which is recognised globally as the symbol of AIDS.

Margaret Wolhuter, managing director at The Partners Health, a division of The Partners explained the thinking behind the new look: “The challenge for AIDS is changing. Where once we fought a universal killer disease, increasingly the enemy is apathy, complacency, prejudice, ignorance and poverty. To overcome this challenge, it was extremely important for us to reflect the IAS’ deeply personal, human connection in our work.

“The new strategy and design represent the humanity at the centre of the IAS brand and will help the organisation to grow further in their response to one of the biggest challenges facing humankind today”.