Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo and Identity for Canadian Red Cross by Concrete
 

before

after

Established in 1896 as an affiliate of the British Red Cross Society, the Canadian Red Cross Society Act (1909) legally established the Red Cross as the corporate body in Canada responsible for providing volunteer aid in accordance with the Geneva Conventions. The Canadian Red Cross (CRC) is one of 190 national Red Cross and Red Crescent societies and operates 300 branches across the country with the help of 20,000 volunteers. Recently CRC introduced a new identity designed by Toronto, Canada-based Concrete.

The CRC engaged Concrete to review its current identity system and develop a comprehensive set of guidelines that addresses the identity’s general usability, public perception, and accessibility, all while representing the organization’s core values of humanitarianism, leadership, trust, expertise, safety, protection, hope, neutrality, and unity.

Concrete project page

New Logo and Identity for Canadian Red Cross by Concrete
The old identity.
The revised identity guidelines details a comprehensive system of scaling the symbol along with directions for using the symbol in all stakeholder touch points, including communications materials, digital applications, signage and field applications.

Concrete project page

New Logo and Identity for Canadian Red Cross by Concrete
Logo.
Logo grid flexibility.

This isn’t a traditional before/after comparison since the Red Cross’ red cross is never going to change nor is there a lot of room for making it feel friendlier or classier or target millennials. It’s about clarity and efficiency. The new logo drops the one graphic ornament the old identity had — a rectangle with an odd cut on the lower left corner — and simply typesets the English and French names in a basic lock-up in a non-attention-grabbing sans serif — Neue Haas Unica — following a similar configuration to the Government of Canada’s logo. It’s nothing to get excited about but it’s serious and gets the point across quickly and effectively. The bottom of the red cross dipping below the baseline is the one flair this logo has and it helps balance out the wide length of the main logo.

New Logo and Identity for Canadian Red Cross by Concrete
Stationery.
New Logo and Identity for Canadian Red Cross by Concrete
Print materials.

I could potentially stop at every image and have something to say about the applications as there are a number of interesting things happening but ultimately this is Grids 101 and they are getting an A+. The grid is nearly visible and they have done a great job in modulating the relationships of the elements, sometimes allowing the red cross to be huge, sometimes the message to be huge, and other times all elements be small and quiet. The hierarchy throughout the various applications is as good as it gets. It will be tempting for some to dismiss this as boring and basic and something a student could do — don’t because it’s not and, no, they couldn’t.

New Logo and Identity for Canadian Red Cross by Concrete
Remote first aid guide.
New Logo and Identity for Canadian Red Cross by Concrete
Food ration packs.
New Logo and Identity for Canadian Red Cross by Concrete
Field items.
New Logo and Identity for Canadian Red Cross by Concrete
Various items.
New Logo and Identity for Canadian Red Cross by Concrete
Posters.
New Logo and Identity for Canadian Red Cross by Concrete
Tent.
New Logo and Identity for Canadian Red Cross by Concrete
Boxes.
New Logo and Identity for Canadian Red Cross by Concrete
Livery.
New Logo and Identity for Canadian Red Cross by Concrete
New Logo and Identity for Canadian Red Cross by Concrete
Ads.

Overall, this does exactly what it needs to do — communicate with clarity and efficiency — while avoiding flash, pretense, or cleverness. It presents the organization with the gravitas it deserves.

Your opinion…

On Logo


Total

On Application


Total

Comments


Logo Before & After
Sample Application

Share ›

Spotted Around the web

New Name and Logo for BHP

New Name and Logo for BHP
 
Spotted Aug. 22, 2017

Pinned Recent, Big Stories

New Logo for NASCAR

New Logo for NASCAR
 
Posted Jan. 4, 2017

Curated Good for Stencils

New Logo for WSP by Sid Lee

New Logo for WSP by Sid Lee
 
Spotted May. 16, 2017