A Fighting Logo
Quickly one year after the first case of AIDS was registered in 1981, the San Francisco AIDS Foundation (SFAF) — then known as The Kaposi’s Sarcoma Research & Education Foundation — was established to help the local community understand the new disease, and since then it has played a significant role nationally in the ongoing battle in AIDS/HIV prevention and education. Earlier this year, SFAF adopted a new identity, designed by San Francisco based Mortar, to carry the organization forward as it continues its unfortunately endless quest to control AIDS/HIV. Logo and applications with photography. What I like the most about this identity is how uncomfortable it is. It is not pretty, or cool, or nice. The angled, jarring type, inside the puncturing polygon shape is like