The Partners creates new branding for International AIDS Society

The consultancy has created a new “human-centred” visual approach for the AIDS and HIV support organisation, using the well-known red ribbon symbol at the centre of its design.

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The Partners has created a new visual identity for the International AIDS Society (IAS), an organisation which brings together medical professionals, campaigners and those working towards a cure.

The new brand identity is based around a flat red ribbon icon, the universal symbol for awareness and support of HIV and AIDS. The logo sees a flat square with a black outline, with the letters IAS within it, alongside the red ribbon.


The simple colour scheme of red, white and black is incorporated throughout all visual communications, with the bright red colour being used boldly as the backdrop for advertising posters.

The Partners hopes the new design work will help to convey a sense of humanity, says Margaret Wolhuter, managing director at The Partners’ health division.

“It was extremely important for us to reflect the IAS’ deeply personal, human connection in our work,” she says. “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.”

This has been communicated through taglines such as “Stronger together”, alongside stark facts about how many people contract, live and die from the condition every year, with the aim of conveying the “social and personal impact of HIV”, says the consultancy.


By using strings of ribbon motifs, each one also aims to symbolise “the voice of individual IAS members coming together as a powerful movement”, with the aim of counteracting “apathy, complacency, prejudice and ignorance” towards the condition, says Wolhuter.

IAS was founded in 1988, and is the world’s largest association of HIV professionals, with members from more than 180 countries who work across all fronts to reduce the impact of HIV. It does this through initiatives that look to encourage scientific research to develop a cure, clinical management and treatment, journals and resources, the support of young people with the condition, among other things.

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