portfolio : brand identity


Tenderloin AIDS Resource Center

Mission: Develop new logo and visual identity to better reflect TARC’s mission and presence in the community.

Methodology: Working under the auspices of the Taproot Foundation, our team initiated a full brand survey including interviewing TARC board members, staff, and constituents; analyzing competitive agencies’ identities and messaging; and thoroughly reviewing existing materials and other visuals. Our research concluded that TARC sees itself and would like to be seen as an innovative, client- and community-driven organization that is accessible and culturally attuned to its audience. The new identity was designed to reflect TARC’s urban environment, proactive/innovative approach, and stable community presence. The logo incorporates clean lines, a strong, san serif font, and bold color. The block imagery speaks to the agency’s mission to serve as a neighborhood cornerstone; the “R” was chosen to stand out from the rest of the letters to emphasize the “resources” TARC brings to the community.

>> Click here to view a sample business card