Convoy of Hope is an American faith-based nonprofit humanitarian and disaster relief organization founded in 1994 by Hal, Steve, and Dave Donaldson.[1] Its visual identity centers on a distinctive symbol registered with the U.S. Patent and Trademark Office: the shape of a heart formed by two hands in the act of shaking.[2] The organization itself refers to this mark as its “Heart Hands logo.”[3]
Design and History
The heart-and-handshake symbol has been a consistent element of Convoy of Hope’s identity for decades. A trademark registration filed in 1997 and renewed through the USPTO describes the mark identically: “the shape of a heart formed by two hands in the act of shaking.”[4] Later registrations from 2013 repeat the same formal description, indicating continuity in the core symbol across the organization’s growth.[2]
In 2023, Convoy of Hope filed a new trademark application for merchandise categories including stickers, gift bags, and shipping boxes, again describing the mark as “the shape of a heart formed by two hands in the act of shaking.”[5] The organization also maintains a set of initiative logos for its program areas, including Community Events, Rural Compassion, Disaster Services, Children’s Feeding, Women’s Empowerment, and Agriculture. These were updated from line-based versions to a heavier, more modernist approach by an in-house designer.[6]
Meaning and Symbolism
The documented meaning of the mark is literal and direct: two hands shaking to form the outline of a heart. The USPTO registration classifies the design under categories for hearts and for hands, fingers, and arms.[2] The symbol visually combines the gesture of a handshake, commonly associated with agreement and partnership, with a heart shape, commonly associated with compassion.
Typography and Design
Convoy of Hope’s brand system includes a broad color palette, with individual colors assigned to each of its program initiatives.[7] The organization’s website was redesigned by The Kestrel Co., a web development firm, working in partnership with a St. Louis design agency that established the broader brand language, including its color palette and “hopeful language.”[7]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
