Elton John AIDS Foundation
Circle of Life

Since it’s launch in 1992, the Elton John AIDS Foundation has become one of the foremost independent AIDS charities in the world. Established by Sir Elton John, the foundation funds frontline programmes that help to alleviate the pain – whether physical, emotional or financial – of those living with, affected by or at risk of HIV/AIDS, and to continue the fight against this worldwide pandemic so that no-one is left behind.

Felix&Friends were asked to create an identity for the Circle of Life, an innovative EJAF initiative that targets high-value donors. Rather than just approaching them for donations, the scheme organizes visits to live projects, allowing donors to see exactly where their money is spent to help educate, fund research and to deliver much needed medication to third world countries.

Felix&Friends have created an identity that reflects the primary EJAF branding, utilising the same typefaces and colour palette. The new logo references the blood cell and complements the parent brand to work alongside, rather than fight for space within educational and promotional materials.



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