Asia's Hope rebranding

Asia’s Hope rolls out new visual identity

If you’re the type that pays close attention to graphic design, you may have noticed that a few changes to the Asia’s Hope web site and to recent pieces of print communication. Specifically, Asia’s Hope once again has a logo!

Summer 012 front page slideshowLOGO.jpg

For about 8 years, Asia’s Hope International has chosen to use only the wordmark in its official communications originating in North America. In Asia, however, where our name often has to be typeset in local script, they’ve also used a version of an Asia’s Hope logo that was developed in the very first days of our organization.

For years, we’ve been dissatisfied with the original logo, but the time never seemed right to move ahead with a rebrand. In 2012, the Indian government provided the impetus we needed to get working on the project when it denied us trademark registration for the old logo, noting that it was “insufficiently descriptive or distinctive.”

The new logo is the cornerstone of a brand evolution that, along with a number of other tweaks, allows us to use all of our existing printed materials and transition toward a coherent brand that allows our 120+ staff at more than 25 locations in five countries to speak in a unified voice.

Starting January 1, 2013, all new communications will begin using the re-designed logo and other visual elements. Over time, we will replace most of the signage on our properties (with the exception of those that are literally set in stone), and will phase in new apparel, vehicle signage and other branded items.

If you are an Asia’s Hope staff member, or an official representative of one of our partnering churches and would like to receive a copy of our brand guidelines and our digital artwork kit, please contact

Asia’s Hope is committed to providing family-style, residential care for orphaned kids at high risk of sexual and economic exploitation. Our new logo depicts a man, woman and child reaching for a star, and represents the hope — the promise of transformation — that we believe a loving, Christian family can offer a child in need.

John McCollum1 Comment