Table 3.

Positives about the AIDS 2014 crowdsourced logo

Local flavour	It’s got a local feel, the indigenous feel. I mean every conference that goes to a certain region has its regional flavour and that’s a very deliberate thing which I think is a good thing (Conference attendee, male, age 47).
Multilayered meanings	I like the different size of the footprints, which to me, it means that there’s a lot of diversity in the community of HIV, not only in the patients but also in the people. I think the different sizes really reflect this kind of diversity. The fact that these footprints are going up seems to mean progress, so I like that too (Conference attendee, male, age 39).
Simple	…aesthetically, it works. I get the sense straight away (Conference attendee, male, age 54). It seems so simple and obvious but so much work went into the brainstorming and the creative process behind it (Conference organizer, male, age 41).
Colour	I think as an Australian it reminds me a bit like that sort of sunburnt colour, and almost that sort of arid feeling to it. And I think that that colour was really, really good (Conference attendee, male, age 45).
Link with AIDS ribbons	Well I'm very emotionally attached to this logo because again it is the HIV ribbon (Conference organizer, female, age 53).
Distinct	This is the only one that really stood out for me as sort of being something that I thought about more and appreciated (Conference attendee, female, age 37).