Gift for Life releases refreshed logo to reflect evolving mission

The updated visual identity honors the nonprofit organization’s history in fighting against HIV/AIDS while highlighting its expanded focus on hunger relief.

Gift for Life, the gift and home industry’s philanthropic organization, has unveiled a refreshed logo that reflects both its deep industry roots and its evolving mission to address urgent humanitarian needs.

“Gift for Life has a long and meaningful history within our industry, so honoring that legacy was at the heart of this refresh,” says Colleen Hall, marketing committee lead for Gift for Life. “At the same time, the organization has grown, and we wanted the logo to reflect that evolution. Keeping familiar elements ensured continuity, while the updated design helps visually express our expanded mission. We’re incredibly thankful to Rachel Clarke of ANDMORE for her creative partnership and thoughtful interpretation of our ideas.”

Founded in 1992 by Peter Schauben of Schauben & Co., Gift for Life was created in response to the loss of industry lives to AIDS by creating a unified voice for the gift industry in the fight against HIV/AIDS. Its first meeting, held during the National Stationery Show, united a cross-section of publishers, market centers, sales representatives, manufacturers and retailers. Since that time, Gift for Life has raised nearly $6 million for AIDS research, education, treatment and care through large at-market events, cause marketing programs and direct donations.

In 2021, as COVID-19 temporarily halted in-person industry markets, Gift for Life pivoted to digital fundraising initiatives with an emphasis on COVID-related hunger relief. That shift marked the organization’s initial support for World Central Kitchen (WCK) and its efforts to provide meals in times of crisis and disaster. Gift for Life has since raised more than $763,000 for WCK and provided over 100,000 hot meals for those in crisis around the world through at-market events, cause marketing programs and direct donations.

Gift for Life says its refreshed logo reflects its history while acknowledging how Gift for Life has grown alongside the industry it serves. The ribbon, a longtime symbol of awareness and action, now flows from red, representing AIDS awareness, into orange, symbolizing hunger relief. The gradient visually tells the story of an organization that has expanded its impact while remaining rooted in its founding purpose.

In addition to creating the new logo, Gift for Life has redesigned its website and marketing materials to reflect the brand refresh. The organization says it will continue to revise its assets over the coming months. The nonprofit continues as an all-volunteer organization supporting hunger relief initiatives while maintaining its longstanding commitment to HIV/AIDS awareness, prevention and assistance.