amfAR needed a flexible design system to all it to better manage its brand and help designers, producers and extended staff understand and utilize the new brand system in a consistent manner.
amfAR had a fairly common problem: they had no defined system for their brand. For years, they used a consistent logo but little else consistently. They had just launched a new website and were still comfortable with their logo but the materials simply didn’t hang together. Their brand needed to be rationalized. Mindful of brand equities, we refined the brand’s visual language (logo usage, structure, colors, typography, etc.) and established a system that existing materials could fit into and create direction for new ones. The rules were all defined in a brand manual to be used by in-house and contract designers alike.