The archive · Brand & Identity · Strategic decision · 2022–2023
ohhh! Foundation draws its logo's O as an orgasm to make sex education fun
Youth Against AIDS's new umbrella brand makes its point with the mark itself: the logo's 'O' is an orgasm curve, so even a business card provokes 'Ohhh!'
Organisation for Human Health and Happiness
What it had to solve
Youth Against AIDS runs many sexual health projects for young people. To give them a shared home it created a new umbrella brand, the Organisation for Human Health and Happiness, whose visual and acoustic principle had to communicate one belief: sex is fun and multifaceted.
How it works
Youth Against AIDS has built its name on sexual health projects for young people. To bring those projects under one roof, the NGO created a new umbrella brand — the Organisation for Human Health and Happiness — and needed an identity young audiences would actually welcome.
The visual and acoustic principle revolved around a simple belief: sex is fun and multifaceted. That is why the 'O' of the logo is a visualisation of an individual's orgasm — the mark itself carries the attitude the organisation wants to teach.
The idea did not stop at the logo. The business stationery is also stimulating: business cards feature a logo referencing orgasms, ensuring the same reaction every time — 'Ohhh!'
The identity made the organisation's own materials an icebreaker for its subject. The work is preserved in D&AD's awards archive as 'FAQ You — An Educational Revolution', and the broader educational project won a Bronze at LIA 2023.
Why it lands
- Putting the message inside the logo means the brand never has to explain its attitude — the shape itself performs the idea.
- An orgasm-shaped 'O' gets a smile before any serious conversation starts, lowering the shame barrier.
- Carrying the joke onto business cards turns everyday stationery into a brand encounter.
- A sex-positive visual language signals the organisation is on young people's side rather than lecturing them.
What it did
The organisation's own materials became an icebreaker for its subject, with business cards that provoke the intended 'Ohhh!' on every handoff; the work is preserved in D&AD's awards archive, and the broader educational project won a Bronze at LIA 2023.
What you can take
Let the identity practice what the organisation preaches: when the subject is taboo, a logo that makes people grin opens the conversation faster than any slogan about being open-minded.
Since then
The umbrella brand gave Youth Against AIDS's many projects a shared, playful face, and the orgasm-'O' identity became the organisation's calling card; D&AD's awards archive preserves the work. In 2023 the broader educational revolution behind it was honoured with a Bronze at LIA under the title 'An Educational (R)evolution'.
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