Based on the work done earlier for the CURE HIV recruitment campaign, project leaders wanted to develop a fresh, hopeful logo that echoed the use of plants, nature, and new life. As the project and campaign is focused on finding a cure for HIV and AIDS, the project leaders wanted a logo that reflected new growth, optimism, and resilience. The name of the study was combined with the symbol of plant roots to symbolize new growth, strength, and a strong foundation for the future. The symbol also echoed the patterns of blood vessels, which play an important role in human physiology and health and reflects back to the project's health and medical focused mission. The colors were chosen to reflect the hope and optimism (through yellow) as well as the bravery and dedication (through purple) that will be needed to cure HIV and AIDS. 

Typography and Color Palette

Rejected Earlier Variations