LOGO | MARKS

The Global Fund Logo Refresh

PROJECT DESCRIPTION

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Client

The Global Fund to Fight AIDS, Tuberculosis and Malaria

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Location

Geneva, Switzerland

The Global Fund to Fight AIDS, Tuberculosis and Malaria mobilizes and invests nearly US$4 billion a year to support programs run by local experts in countries and communities most in need. As a partnership between governments, civil society, the private sector and people affected by the diseases, the Global Fund is accelerating the end of AIDS, TB and malaria as epidemics.

Union attacked the logo by removing excess detail and adhering to the rigor of simplification throughout the process. The goal was to achieve greater legibility without impacting brand recognition. Reducing subtext helps creates a lean, more direct visual statement of "cut the fat". This simplification also reflects the new brand positioning statement: a bold, direct and confident solution, an economical or high-value solution.