(Est. 1991) “Human Appeal has been one of the UK’s fastest growing charities. With a presence in 25 countries, spanning Asia, Africa, Europe, the Middle East and here at home, we help in times of crisis and we deliver sustainable development programmes in the world’s poorest nations.”
Johnson Banks (London, UK)
As we began the design stage, our initial ideas focused on typography. Then we realised that in the field, across 25 countries, a symbol that could be identified from 100 metres by non-English speakers would be invaluable. So we started a search for a new, universal symbol of humanity.
This proved to be challenging – until we combined an ‘H’ for ‘human appeal’ with a symbol of a person. By simply turning the marque 45 degrees, we had uncovered an image with the two meanings we were searching for – and the angle added a useful sense of urgency.
Images (opinion after)
Whenever good organizations have bad logos I always feel crummy about railing on their old logos and this one is especially cringe-worthy with its giant laurel wreath, tiny globe, and unfortunate and acute case of Museo-itis. The new logo thankfully strikes all of that and introduces a clever and bold mark that conveys directly and playfully the name of the organization through an icon that is half “H”, half abstract human. It’s an extremely basic depiction of a human that could have easily turned very childish but in its weight, tilt, and supporting wordmark looks serious and grown-up. It’s a symbol that can be interpreted by anyone and especially beneficial for anyone who might not be able to read in the poor regions where it helps. The applications are strong and attention-demanding because of all the 45-degree angles and bold typography. The system is relatively easy to apply and deploy by the organization while establishing a clear visual voice and developing its identity as it continues to do good. With a proper, non-Museo-esque logo.