Crusaid, the international HIV/AIDS charity, is rolling out a new brand identity as it seeks to boost fundraising capabilities in a crowded market.
The organisation has updated its original flag logo and introduced a new strapline: “HIV & AIDS: help and hope for people in poverty”. Head of fundraising, marketing and communications Nigel Seymour says the new line reflects the charity’s real beneficiaries, while the old one, “The national fundraiser for HIV & AIDS”, did not convey the charity’s efforts abroad.
Developed together with DDB London and charity branding consultancy the Forster Company, the new identity is being rolled out over the next few months and will be showcased at Crusaid’s Walk For Life 2006 in London on July 30.
Seymour comments: “This year’s 20th anniversary was a great opportunity to rebrand.