Gift for Life Refreshes Logo to Reflect Industry Legacy and Evolving Mission

Updated visual identity honors decades-long commitment to HIV/AIDS support while highlighting expanded focus on Hunger Relief

Newport News, VA, January 28, 2026 - Gift for Life, the gift and home industry’s

philanthropic organization, has unveiled a refreshed logo that reflects both its deep industry roots and its evolving mission to address urgent humanitarian needs.

Newly Refreshed Gift for Life Logo Launching 2026.

Founded in 1992 by Peter Schauben of Schauben & Co., Gift for Life was created in response to the tragic loss of industry lives to AIDS creating a unified voice for the gift industry in the fight against HIV/AIDS. Its first meeting, held during the National Stationery Show, united a cross-section of publishers, market centers, sales representatives, manufacturers, and retailers establishing a collaborative, industry-wide approach to giving that continues today. Since that time, Gift for Life has raised nearly $6 million for AIDS research, education, treatment and care through nationwide at-market events, cause marketing programs and direct donations.

In 2021, as COVID-19 temporarily halted in-person industry markets, Gift for Life pivoted to digital fundraising initiatives with an emphasis on COVID-related hunger relief. That shift marked a significant evolution, including support for World Central Kitchen (WCK) and its efforts to provide meals in times of crisis and disaster. Gift for Life has since raised more than $763,000 for WCK and provided more than 100,000 hot, nutritious meals for those in crisis around the world through at-market events, cause marketing programs, and direct donations across the country.

The organization’s refreshed logo reflects this history while acknowledging how Gift for Life has grown alongside the industry it serves. The ribbon, a longtime symbol of awareness and action, now flows from red, representing AIDS awareness, into orange, symbolizing hunger relief. The gradient visually tells the story of an organization that has expanded its impact while remaining rooted in its founding purpose.

“Gift for Life has a long and meaningful history within our industry, so honoring that legacy was at the heart of this refresh,” said Colleen Hall marketing committee lead for Gift for Life. “At the same time, the organization has grown, and we wanted the logo to reflect that evolution. Keeping familiar elements ensured continuity, while the updated design helps visually express our expanded mission. We’re incredibly thankful to Rachel Clarke of ANDMORE for her creative partnership and thoughtful interpretation of our ideas.”

In addition to creating the new logo, Gift for Life has redesigned its website and marketing materials to reflect the brand refresh. It will continue to revise its assets over the coming months.

Today, Gift for Life continues as an all-volunteer organization supporting hunger relief initiatives while maintaining its longstanding commitment to HIV/AIDS awareness, prevention, and assistance.

The refreshed logo serves as a visual representation of the organization’s journey; honoring where it began, the industry that built it, and the broader humanitarian work it supports today.

Gift for Life was founded by Peter Schauben in 1992 in response to the tragic loss of industry lives to AIDS. Gift for Life, the gift and home industries’ longest-running, volunteer-led, national charitable organization, continues to support year-round programs that address hunger relief, as well as annual support for AIDS Walk NY which benefits GMHC’s HIV/AIDS treatment, prevention, and advocacy programs. More information is available at www.giftforlife.org. 

Founded in 2010 by Chef José Andrés, World Central Kitchen (WCK) is a nonprofit organization that is first to the frontlines providing fresh meals in response to crises, while working to build resilient food systems with locally led solutions. Applying a model of quick action, leveraging local resources, and adapting in real time, WCK has served more than 300 million nourishing meals around the world. When disaster strikes, WCK’s Relief Team mobilizes with the urgency of now to start cooking and serving meals to people in need. By partnering with organizations on the ground and activating a network of local restaurants, food trucks, or emergency kitchens, WCK serves comforting meals to survivors of disasters quickly and effectively. To support regional economies, WCK prioritizes purchasing local ingredients to cook with or distribute directly to families in need. WCK knows that good food provides not only nourishment, but also comfort and hope, especially in times of crisis. Learn more at www.wck.org.