Bracelet of Hope Brand Development and Logo

Bracelet of Hope's logo

Bracelet of Hope’s logo developed from its brand positioning

Bracelet of Hope is an HIV/AIDS related charity. Following their success in Guelph raising $1 million, the Board of Directors made the decision to go national. It was originally called “Masai for Africa” but along the way connected with a South African craft cooperative and started using red and white beaded bracelets as part of the fundraising–hence Bracelet of Hope. Kabisa took the Board through a brand and positioning exercise and then worked with Helen Dimitrijevic to design their new logo.

Helen created a logo that beautifully incorporates the feel of a bracelet hanging on the wrist of what the campaign hopes will be every Canadian. It sits on a bed of red which is the primary colour of the campaign because it symbolizes the courage of women, children and men who seek treatment and healing from HIV/AIDS in Lesotho.

A full Brand Standards Manual was produced which contains all the key elements of the BoH brand including its positioning, key messages, logo, style guide, font recommendations, colour palette and directions for the use of photography. This work together creates the foundation for a consistent look and feel for the campaign as it spreads across the country.