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February 10, 2012

Red Cross Branding With New "Button" Logo

It is interesting to see that the Red Cross has revamped one of the most recognizable symbols in the world.

Established in 1881, the Red Cross is one of the best known disaster relief organizations with over 500,000 volunteers, 35,000 employees and 700 national chapters - its logo is instantly recognizable and has considerable brand equity.

To even suggest a new logo for the Red Cross sounds, on the face of it, ludicrous.

But now, there will be three versions of the logo. The new "button" logo is meant to look more "consumer friendly" and will be used for marketing while the "classic" wordmark, and the "classic" red cross with the wormark will be used in disaster situations.

I like the way Ingenious Rapport interprets this move: "People can get a bit jittery when dealing with iconic brands and it's a fine line between baby and bath water. I personally like the softer, more human approach they've taken and it allows them to be seen as a little less formal and more approachable."

The attractive looking "button" can already be found on the Red Cross website. But, more interestingly, it hearkens back to the buttons worn by Red Cross supporters in the early part of the 20th century.

I think this is a smart move and enhances the perception of the Red Cross.

Technorati Tags: Red Cross, Red Cross Logo, Branding, Visual Branding, Marketing

Posted by William Lozito at February 10, 2012 8:09 AM
Posted to Branding | Marketing

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