loveORfear Primary Logo

This is the primary logo for loveOrfear, a campaign by Elsa Saks to spread the message that we have a choice between fear and love. She shares her own journey and how she has turned fear into love through everything that she does - currently that is manifested in her writing a book about her own journey!

She needed her visual brand to express the idea of there being a choice between love and fear - and it was her great idea to somehow combine the R in Fear with a question mark, showing that this concept causes the audience to make a choice.

The name is surrounded by a box, illustrating how fear boxes us in - but is broken to allow for the tagline "be heard. be seen.", showing how being heard and being seen is the key that unlocks that box and allows fear to turn to love.