Established in 1989, Alzheimer’s Australia, a federation of State and Territory member associations, is a “charity providing support and advocacy for Australians leaving with dementia.” Earlier this month Alzheimer’s Australia introduced a new identity designed by Interbrand Australia with the goal of making their “first move in a step change towards the way the organisation voices the issues surrounding dementia and the lives it affects.” The identity was launched on October 13 with a march at Parliament House, to demand $500 million over five years to address the dementia epidemic.
To cut through the clutter of the charity landscape, we put a fighting spirit and strong tone of voice at the heart of the new brand. It is designed to create a national movement, not just another campaign. It features a flexible logo that changes and evolves to communicate different messaging. The identity is bold, simple and clear, and deliberately very cost effective to implement. Using two colours and often, just four words.
— Mike Rigby and Chris Maclean, Creative Directors of Interbrand Australia
The old logo was exactly what you would expect from a health-focused charity: humane, swooshy, okay. It’s actually not a bad logo. But as far as being something that rallies a country or generates a sense of urgency it fails. The new scheme from Interbrand is both smart and aggressive with a logo that doubles as tagline that clearly, and without softening the blow, establishes what needs to happen: Fight, to save. No other way around it. Some of the copy variations are a little dopey — Poke/Facebook and Beat/Tweet — but most of them are great, mini calls to action. The typography is bold, energetic, and it’s not Gotham, giving it its own distinct flavor. Choosing bright teal as the key color also establishes a new color that could potentially make it as equitable as breast cancer’s pink or AIDS’s red.
The rest of the identity extends the energy of the logo quite nicely with big fields of black and teal and big typography. Although there are a few icons that were developed, the hand/heart seems to be the most popular and liked in the organization and it’s indeed the strongest. Hard to tell what roles the other icons play, but there are some interesting visuals and concepts there. Overall, this is the kind of visual attitude that organizations looking to make public changes need to adopt. Just look at that very last picture: Black, teal, fist. Instant movement.