2 min read

IFRC branding

#Branding #Stationery #Signage #Merchandise

The product:

New visual identity for the International Federation of Red Cross and Red Crescent Societies (IFRC)

Project duration:

2020-2021

My role:

Visual Designer

Responsibilities:

Visual design, branding

The problem:

The IFRC’s digital logo was adopted by the IFRC Governing Board in May 2014. Its use was restricted to campaigns, fundraising, co-branding with partners and the branding of IFRC digital platforms and communications materials. The logo was not developed to replace the IFRC’s conventional logo, rather it was designed specifically for digital platforms, to overcome the practical design constraints posed by the long-form conventional IFRC logo. Since the adoption of the 2014 digital logo, there has been a growing call among the IFRC secretariat, donors and partners to have a more user-friendly and universal solution outside of the digital space to include branded marketing and communication products such as publications and banners; IFRC merchandise and souvenirs; co-branded communications initiatives with external partners; and for operational branding such as visibility and labelling of relief items, vehicles, equipment, as well as field clothing. There is considerable confusion and misunderstanding around the IFRC’s brand identity and use of logos.

The goal:

A new logo will help to reframe the IFRC’s identity and positioning as a more dynamic and modern organisation. Also, updating and consolidating the IFRC’s branding guidelines and promoting them internally serves to bring greater coherence to the IFRC’s brand identity.

Create one, uniform visual identity across all IFRC products and platforms
Strengthen the IFRC brand, increase the visibility of the IFRC and ensure consistent brand image
Show change of the core mentality: digital-first approach