Population Services International (PSI) is a global nonprofit health organization founded in 1970 and headquartered in Washington, D.C. The organization works as a network of locally-led, globally-connected entities focused on making it easier for people to lead healthier lives, with programs spanning reproductive health, malaria, HIV, and other health challenges. PSI describes itself as a network of locally-led, globally-connected organizations. [1]
Design and History
PSI was founded in 1970, building on a foundation in sexual and reproductive health and social marketing. Over more than five decades, the organization has expanded its reach across sectors, addressing factors that affect people’s health and lives. [1]
The organization’s visual identity is managed at the network level. PSI’s country offices and affiliated entities use the PSI brand, though specific logo usage rules are controlled centrally. PSI India, for example, requires permission before its logos or other branded material are used, reserving the right to require logo removal from websites or printed material. [2]
PSI has stated an intention to build the “PSI global brand” as part of its strategy to strengthen global capacity and attract talent, referencing “One PSI” network standards. [3]
Meaning and Symbolism
PSI’s branding extends beyond its organizational mark to include product and program brands used in its social marketing work. One notable example is the Familia social franchise network, which PSI has branded since 2009 with a distinctive orange color and a semi-cursive Familia logo featuring a heart at the beginning of the name. [4]
PSI has also developed country-specific campaign brands, such as the “Nimechill” abstinence campaign in Kenya, which used a logo of a yellow hand giving a “V” or peace sign. [5]
PSI’s product brands have been designed with local consumer input. For example, in Myanmar, PSI used a chameleon as a marketing icon for condoms, with the local brand name “Aphaw,” meaning “trusted companion.” [6]
Typography and Design
PSI’s organizational logo and brand assets are available through brand asset platforms, which catalog the organization’s logos, colors, and fonts. [7] However, PSI does not publicly publish detailed brand guidelines on its main website, and the organization’s official documentation does not provide publicly available specifications for its organizational logo’s typography, exact color values, or construction details.
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