Shedia” is a greek street paper that provides the opportunity to homeless, unemployed and poor people to earn money in a dignified way. Our purpose was to design a brand identity which enhances the feelings of optimism and solidarity. For this reason the shape of circle was selected because as it is known from philosophy, all the points of a circle are the start and the end at the same time (the start of a new and the end of a bad situation). The use of the circle has double meaning, as it is also means the human centred character of the magazine. The use of the red colour, which represents force, determination and confidence, is used distinctively in the logotype and as main colour in the design of the sellers’ outfits and equipment.