Australian Red Cross has today launched a refreshed brand identity and positioning developed by branding agency Principals.
Australian Red Cross was founded in 1914 and is part of the world’s largest humanitarian movement. The International Red Cross Red Crescent Movement is made up of 192 national societies, the International Federation of Red Cross and Red Crescent Societies and the International Committee of the Red Cross. The movement has more than 97 million volunteers, members and staff worldwide and 30,000 in Australia.
The shift in brand positioning was driven by two key forces: first, the changing nature of vulnerability, with more people needing support more often on account of the effects of climate change, more frequent natural disasters, social inequalities, inequality in the justice system and technological divides.
Secondly, a generational shift in the nature of giving is impacting the organisation with young people more motivated to contribute to specific causes, backed by a desire to feel involved and see the impact.
Australian Red Cross Director of Engagement & Support Belinda Dimovski said: “We recognised that a brand refresh was necessary to adapt to this shift. We needed to maximise our humanitarian impact, build pride and commitment across the organisation and recruit a new generation of volunteers and donors.”
To determine how to reposition the brand, through its Good Idea Foundation, Principals conducted interviews across the organisation, from the leadership team to people volunteering in Red Cross Shops. These interviews revealed a truth about what compels people to get involved with charities. For many, this contribution is considered an expression of who they are and what matters most.
From this insight came the central brand idea, ‘We are what we do.’ To support this, Principals created a stripped back, modern and minimal design system and guidelines, including a suite of strong, distinctive brand assets.
While worthy, Red Cross’ global tagline, ‘The power of humanity’ could be overwhelming for supporters. Principals’ in-house brand voice agency XXVI evolved the tagline to, ‘Act for humanity,’ which gives people a sense of personal empowerment. This led to the development of a brand voice and narrative to complement the new strategy, identity and tagline.
Principals Strategy Director Moensie Rossier said: “The refreshed brand builds on and makes sense of Red Cross’ fundamental principles of humanity, impartiality, neutrality, independence, voluntary service, unity and universality. It transforms these principles into practice and rallies people to act for humanity.”
Dimovski added: “We want to thank Principals for their support. It will allow us to deliver even more impact from the generosity of our donors and supporters.”
