Have Mercy on My Logo

Ed.’s Note: This post strays from our typical format in various ways: It is not a new identity, it is not a before/after comparison, it is not an In Brief, and it is written by the person that designed the identity (can you imagine if we let everyone critique their own work?!). Nonetheless, this is an engaging story to post with a good lesson for everyone to learn. At least I enjoyed it and I’m happy to make an exception to the rules. End of note.

A typical identity project involves plenty of personal creative investment, hours upon hours devoted to rounds of sketching, revisions, and the pain-staking final tweaks to create a singular, perfect end result. Once the identity is complete and leaves our hands, though, we can’t protect the precious qualities of what we delivered, and it’s at the hands of clients to see if it remains in its intended form as time goes on. Yet, during a routine check-up call — something I do from time to time with previous clients — one of my logos definitely strayed from any branding guidelines, but, surprisingly, done so to the betterment and even salvation of populations living continents away.

During one such call, I spoke with Jennifer Dillan, Senior Manager of Creative Services at Mercy Corps, the aid organization for which we designed a new identity several years ago. “How is the brand identity going?” I asked, “Is the logo working in the field?” To which she answered, “Your logo saves lives!” That is by far the most unexpected and most profound response I have ever heard. She elaborated about how important it was for the victims to recognize the much-desired help and to differentiate it from not-so-well meaning people and the “enemy.” Just like the Red Cross is instantly recognizable, so too does Mercy Corps have to signal their brand on vehicles of any kind, on tents and primitive structures, on clothing, flags and banners, on wells and supplies, packages, and signs.

“Mercy Corps helps people in the world’s toughest places turn the crises of natural disaster, poverty and conflict into opportunities for progress. Driven by local needs and market conditions, their programs provide communities with the tools and support they need to transform their own lives. A team of 3,700 professionals is improving the lives of 16.7 million people in more than 40 countries.”

This is how Mercy Corps talks humbly about itself. In other words, floods, earthquakes, tsunamis, devastated areas by war or weather, draughts, famine, you name it, Mercy Corps is there, helping people to help themselves. Their stories are awesome and inspiring.

The logo we created for Mercy Corps is a brush-painted symbol alluding to a jubilant person while at the same time representing a growing plant or flower. A new brand strategy and mission statement was developed by Foote Cone & Belding, culminating in the tagline: “Be the Change,” taken from a quote by Gandhi: “You must be the change you wish to see in the world.” The symbol was designed to be somewhat crude and hand-made in order not to look corporate, slick, or complex, but we also realized early on that it would have to be reproduced with the simplest tools and methods possible, and applied on any kind of substrate or surface. Therefore we did only prepare the most basic final art and specifications.

As we often warn people in graphic standards guidelines in order to protect our precious logos from being bastardized with sentences like: “Do not reset, redraw, distort in any way …always use original art from master files…Do not reproduce from photocopies, etc.” Well, the good people of Mercy Corps violate all of these, and, if all you have is a brush and some black goo and no way to access or utilize digital files, you may be forced to reconstruct it based on someone’s business card, crude photocopy, or from memory.

I had to laugh when I saw some of the pictures from the “field.” It made me in a strange way happy to see obvious non-designers succeeding in copying the logo, in a different scale, on a piece of wood, cardboard, cloths or stone. Needless to say, it’s more important to be out there, in a vaguely recognizable way and saving lives, than being “correct.”

Soda and Candy’s comment is:

I think this might be the first Brand New post that made tears come to my eyes.

On Dec.11.2009 at 09:10 AM

Unwinder’s comment is:

This is encouraging to me! I am working on an identity design for a nonprofit, and it is really stressful trying to figure out how it is going to work and how it is going to be implemented.

Seeing this swooshy thing lovingly reproduced in whatever was available makes me about a million times more confident that if a brand establishes itself by doing good for people, it’s OK to give it some leeway when it comes to the brand’s visual aspect.

On Dec.11.2009 at 09:23 AM

Dado’s comment is:

Very nice article. Congratulations. Really, it must be very rewarding to actually make a difference. But while I understand that some of the principles for the original design came from having in mind several technical limitations for its reproduction, I can’t help but think that it should have been taken into account even more. Meaning that although the symbol is somewhat simple, it is also complex. No straight lines or angles, no one-radius curves and no parallel lines might just give infinite room to “reinvention” of the traces, in direction and thickness variations, in proportion and so on. Perhaps a more geometry oriented logo would help people reproduce it more accurately and faster, while still keeping subtle variations from one another, which I think is pretty cool.
But then, it is sometimes only when a design piece hits the streets (or refugee camps) that we can really see if and how it could have been more appropriate. And, of course, it’s just an opinion. The really important thing is that it is helping people who really needs it.

On Dec.11.2009 at 09:27 AM

Erwin’s comment is:

A great story!

A beautiful logo to begin with, and the best “applications” I’ve ever seen on any brand! This is the real deal, for once no boring corporate brochures with stock photos on them. Only real emotions, only smiles from true happiness. No fake poses, no professional models!

That’s very refreshing, I’d love to make a logo one day that can help people in so many ways, it’s probably the goal of every designer, is it not?

So, a very inspiring post, and in many ways, the best in a long long time here on Brand New!

Cheers!

On Dec.11.2009 at 09:33 AM

felix sockwell’s comment is:

great story. nice mark. it grows on you.

i always laugh when important designers claim to spend months and months drawing marks and then second guessing them. if you enjoy it (revision), its not “pain-staking”, its craft.

On Dec.11.2009 at 09:50 AM

Peter K. O'Connell’s comment is:

A terrific story and a smart editorial move.

Best always,
- Peter

On Dec.11.2009 at 10:00 AM

Rob’s comment is:

That logo looks SUPERB on that black t-shirt photo.. I want one of those!!!!

On Dec.11.2009 at 10:15 AM

JoshuaNTaylor’s comment is:

I think I’m a little amazed at how accurately the replicated marks represent the brand. True, they are technically all over the place. But the brand stays strong and stays instantly recognizable. I think there is something to be learned here about accurate (or not so accurate) representation and re-creation of our logos.
Nice work.

On Dec.11.2009 at 10:53 AM

yes’s comment is:

I agree with Dado’s comments.

nice story.

On Dec.11.2009 at 10:59 AM

Cam Hoff’s comment is:

No offense but I prefer it in it’s practical applications…especially the rendition on the wood sign. So good.

On Dec.11.2009 at 11:07 AM

buruno’s comment is:

Beautiful. And interesting to see people reproducing the logo with few or no resources at all, yet giving a warmness to it. Something which so many designers try hard to emulate, with no success.

On Dec.11.2009 at 11:28 AM

Evan MacDonald’s comment is:

I think this is an interesting study of how non-designers perceive logos. Each rendition is trying to capture the essence of the logo. If, as designers, we can create logos that have an ‘essence’ that translates even when the mark is reproduced “incorrectly,” I think we will be more successful.

Fantastic story. I, too, like the reproductions. They show how Mercy Corps really takes pride and ownership in their brand. Very human. Very nice!

On Dec.11.2009 at 11:53 AM

Bart O'Dell’s comment is:

By far the most inspiring post on BrandNew to date. I commend you guys for posting this. Well done.

On Dec.11.2009 at 12:21 PM

Paula’s comment is:

Great article! You’re right - sometimes there are more important things to think about than worrying about brand guidelines. Nonetheless, the logo is strong and stands up well in any application. Well done!

On Dec.11.2009 at 12:22 PM

eduardo’s comment is:

invigorating,
thanks, you made my day. Design: It’s Alive!, It Works!
saludos,
eduardo

On Dec.11.2009 at 12:41 PM

oscar’s comment is:

This is wonderful. If this is what happens when you stray from your usual format, then you should do it more often.

On Dec.11.2009 at 12:54 PM

MSGDS’s comment is:

Great article! Very different from the norm.

To have your logo design replicated by others to their best abilities with whatever means available for a special cause, I’m sure is a rewarding feeling.

On Dec.11.2009 at 12:54 PM

Jonathan’s comment is:

Is it strange that a bank stole your logo?

http://www.townandcountrybank.com/images/2-Home/GIF-Logos_Photos/Top-TCB-Logo.gif

On Dec.11.2009 at 02:11 PM

Randy Hill’s comment is:

“Your logo saves lives!” How cool is that? Great post.

On Dec.11.2009 at 02:28 PM

Jesse Woodward’s comment is:

I love the one on the food/sandbags missing its head.

Great work, and it’s made me consider a job for a none profit that I am working for.

On Dec.11.2009 at 03:02 PM

William Pitcher’s comment is:

This is my first comment despite having been a reader here for ages.

I loved this story — doubly so, as I am currently pitching business to a similar organization. I am going to share this with my colleagues.

How about one of your polls… I vote for special stories like this having their own ‘brand’ much like you created the In Brief concept sometime ago. While you wouldn’t want to overdo it, I would very much enjoy seeing things like this on a periodic basis — even if there are other sites for it.

On Dec.11.2009 at 03:56 PM

DanR’s comment is:

A great end to a horrible week, and a reminder of many things I should always keep in mind. Thanks, Steff!!

On Dec.11.2009 at 04:09 PM

Carlo’s comment is:

Wait, Mercy Corps has a Senior Manager of Creative Services? Why.

On Dec.11.2009 at 06:12 PM

Derrick’s comment is:

I think it would be cool if MercyCorps recreated the hand-made versions in Illustrator and then used them as different official variations of the logo for advertising.

They are accurate, but creative in their own way. Definitely digging the hand-made condensed font on the “Buchanan Office” sign.

On Dec.11.2009 at 07:23 PM

Von Glitschka’s comment is:

What a great story. Thanks for sharing.

On Dec.11.2009 at 11:42 PM

Razvan’s comment is:

Great story. It must feel great to see your work in those places.

On Dec.12.2009 at 12:52 AM

Alexander Greyling’s comment is:

From an African perspective it is not difficult to see why the MercyCorps brandmark – logo refers only to the brand symbol – works so well. It has the three most important of the my sevensentials™ (seven essential elements) of a successful brandmark – brandname, a single brand colour and typeface but the slogan “Be the Change” is noticeably absent in all the applications of the brand in the above visuals.

For illiterate people (the majority of Africa and third world countries) it is easy to remember these elements as visual rather than verbal information. In their minds this group of elements in distinctive red, form a single symbol that stands for help and hope. In addition, the MercyCorps brandmark is further strengthened by its subtle association with the UN and their distinctive brand colour, blue.

This also explains the absence of the slogan which is way above their heads and more applicable to literate sophisticated donors.

@Dado’s recommendation of “… a more geometry oriented logo would help people reproduce it more accurately and faster …” is a foreign concept in Africa and will make reproduction even worse because Africa is indeed a place of “…no straight lines or angles, no one-radius curves and no parallel lines…”

Alexander Greyling
Author of
Face your brand!
The language of visual branding explained

On Dec.12.2009 at 04:47 AM

Ivan’s comment is:

okay…everyone is so cheerful about this post. I admire it, but …is it THAT important to have a LOGO in order to HELP people? And what is a Senior Manager of Creative Services at Mercy Corps? What Creative Services this organization offers? How a LOGO helps people? Food helps people, water helps people, not the logo.

Pardon my skepticism, but I think all this is a bit too much.

On Dec.12.2009 at 05:39 AM

Ken Carbone’s comment is:

Great piece. The logo symbolizes hope for these impoverished people. It is like a flag they can proudly wave. Great design in action.

On Dec.12.2009 at 09:45 AM

Steven Walsey’s comment is:

While few would dispute the relevance, beauty and integrity of a logo created under the guidance of one as talented as Steff Geissbuhler, this “mark” is notable for those qualities in addition to it’s humanity, familiarity and sense of visual comfort to the viewer.

The mark doen’t demand strict attention to guidelines, rather it calls attention to itself by it’s invitation to “use me, adapt me, make me your own” and still retain its’ identity and purpose.

Absolutely brilliant solution.

On Dec.12.2009 at 11:20 AM

bjornyeo’s comment is:

Thank you for putting things in perspective. This is why I love Brand New.

On Dec.13.2009 at 09:29 AM

Jhames’s comment is:

The rendition of MercyCorps’ brand on wood is much better than its original on a screen. I may ask my clients to apply their brands in real-world situations, if only to experience such accidental improvements.

On Dec.13.2009 at 11:44 AM

design101’s comment is:

It looks alot like the mondial assistance logo

On Dec.13.2009 at 01:10 PM

Ashleigh’s comment is:

What an ironic story. You make an identity for someone and expect for the “rules” to be followed but in a sense it is great that it has not been followed. Having a mark that is easily reproduced with next to nothing and having it save lives is much larger than any of the mundane specifications we add into a standards manuel. Cudos to you :)

On Dec.13.2009 at 03:07 PM

Katie’s comment is:

Beautiful.

The mark of great design is exactly what a previous commenter called “essence.” This logo can be reproduced anywhere, by anyone, any size, with any medium, and it still speaks.

On Dec.14.2009 at 01:03 AM

r4i software’s comment is:

A very good story and very decent logs. I appreciate the work this organization is doing.

On Dec.14.2009 at 03:33 AM

Sebastian’s comment is:

Wow! It looks just like another version of that mondial assistance logo.

And this was announced just today:
http://de.uefa.com/multimediafiles/photo/euro2012/e2012administration/93/43/92/934392_mediumlandscape.jpg

(How do you embed pictures here?)

On Dec.14.2009 at 09:52 AM

Dennis Van Staalduinen’s comment is:

Bravo. I love the fresh perspective and the insight that ends the piece: “Needless to say, it’s more important to be out there, in a vaguely recognizable way and saving lives, than being “correct.”

On Dec.14.2009 at 10:19 AM

Laura Martinez’s comment is:

I am working in a charity and this is a great example to consider when creating logos or brand assets. Thank you for sharing it.

On Dec.14.2009 at 01:40 PM

bike locks’s comment is:

Great reproduction, works really well and has become an image that can be readily identified.

On Dec.14.2009 at 02:26 PM

Miriam Martincic’s comment is:

@ Ivan: …is it THAT important to have a LOGO in order to HELP people? …. Food helps people, water helps people, not the logo.

In order for Mercy Corps to help people, they need to communicate effectively—namely establishing themselves as a known, benevolent presence. The logo is important because it provides immediate recognizability that transcends language barriers.

On Dec.15.2009 at 08:35 AM

Mark’s comment is:

beautiful simply beautiful…

On Dec.15.2009 at 06:35 PM

Hollis’s comment is:

That’s awesome Steff, what a cool story …

Armin thanks for posting.

On Dec.17.2009 at 09:24 AM

jacopoL’s comment is:

On Dec.18.2009 at 06:13 AM

jacopoL’s comment is:

On Dec.18.2009 at 06:15 AM

Chicago auto insurance’s comment is:

It’s nice to have a logo that means something more than commerce to the people that come into contact with it. It seems from the story and pictures that this logo communicates the healing and help that is brought with the people wearing it.

On Dec.28.2009 at 11:58 AM

M’s comment is:

I work for a large international organization, one with a logo reproduced across the world on emergency food rations, medicines, tents, school materials - you name it, we’ve put cyan on it. As we travel on mission from country to country, I love seeing the way our simple brand is transformed and enlivened by hand replication.

Some commentators wonder about the importance of a logo for development agencies. In my experience, it’s for the following reasons (I’m sure our branding team - and by team, two people - would have much more to say on the matter!)

1) Authority. Our statistics, reports, and spokespersons can be trusted as representative of our organization.

2) Authenticity. The goods are safe, reliable, and quality.

3) Supply Chain. Visual identification of inventory, important for differentiation from other organizations, as well as discouraging stock ‘loss’.

4) Literacy. Supplemental identification of trusted services for non-literate clients.

5) Donor materials. Aid agencies need funding to fulfill their missions, and images of branded services make compelling visuals.

6) Safety and Access. Agency workers traveling in branded vehicles and clothing are more likely to receive safe passage and rapid access to sensitive locations.

In response to the ‘Senior Manager of Creative Services’ criticism - Creative services assist with the design of advocacy and fundraising campaigns, the publications of donor reports, mission reports, and annual reports, and the maintenance of brand identity in dynamic contexts, such as web presence.

Although I am not familiar with Mercy Corps, I doubt that their Creative Services team is more than a ‘Senior Manager’ and a ‘junior’ designer, receiving sub-market compensation in exchange for the opportunity to work for a dynamic organization serving humanity. Bravo to them for the choice.

On Jan.04.2010 at 01:47 PM

Bob Gary’s comment is:

Stef, the thing is, you knew that was going to happen, and planned on it. Neat to see a “living” logo…

BG, GD/PCA ‘72

On Jan.13.2010 at 07:41 AM

Rupert Benziger’s comment is:

Hello there, great article, I really enjoyed reading this. This article gave me the kick to attempt my own article, please see my post by clicking my name at the top of this post, thank you

On Feb.04.2010 at 05:54 AM

lovegra’s comment is:

I hate to say this, but that “Upsidedown” design is a freaky accident just waiting to happen to just the right idiot!

Cute branding, though. Not terribly clever, but still pretty fun.
BTW, ADAM, right you are about the comic-sans. Thanks god!

This product line is definitly something I’ll be adding to my design collection!

On Jun.10.2010 at 03:34 PM