brand identity

A powerful, dynamic brand suite developed for the Aids Council of NSW (ACON) challenging perception of equality and inclusivity in the community through connection of shape and colour.

acon

Concept rebrand for a non-profit service within the community. Develop a strong visual identity rolled out across print and digital touchpoints that demonstrate the dynamic nature of the brand.

brief

Significantly influenced by gender symbolism in everyday life such as bathrooms signage and changerooms, the visual identity aims to challenge perspectives on how traditional signage segregates and excludes transgender, non-binary people and those who don’t identify. The brand system is built around a few fundamental geometric pillars symbolic to the LGBTQI+ community and AIDS epidemic.

The primary logo portrays 3 “people” composed of shapes depicting unidentifiable genders. Reinforcing ACON’s core values of humanity and equality, the bold application aims to challenge preconceived ideas around inclusivity and promote a positive support network.

The ACON wordmark is composed of custom letterforms derived from the pictomark. An unconventional geometric spiral provokes the idea of transformation and equal opportunities. The reversed V character is a nod to the female gender icon while simultaneously referencing the first gay icon for men which originated from Nazi-hate symbolism. The “N” takes the shape of a speech bubble for opening up communication to break down stigmas around HIV, which is a consistent geometric motif used across brand collateral. These core symbols formulate the primary logo and form the extensive brand support network for sub industries under the ACON umbrella.

The identity system experiments with shape in unexpected compositions to empower new perceptions around gender segregation and sexual identification. Built around bold iconography and thought-provoking call outs, the brand uses symbolic colour application and iconic imagery to capture engagement and generate a sense of belonging in the community. The visuals feel exciting and welcoming, supported by cohesive messaging that drives home the idea of societal change, revolutionizing opportunities for every human to live better, healthier lives.