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New Logo for Peace Corps by Ogilvy Washington



Noted Jun. 6, 2016 by Armin

Industry / Government Tags /


(Est. 1961) “The Peace Corps is a volunteer program run by the United States government. The stated mission of the Peace Corps includes providing technical assistance, helping people outside the United States to understand American culture, and helping Americans to understand the cultures of other countries. The work is generally related to social and economic development. Each program participant, a Peace Corps Volunteer, is an American citizen, typically with a college degree, who works abroad for a period of two years after three months of training. Volunteers work with governments, schools, non-profit organizations, non-government organizations, and entrepreneurs in education, business, information technology, agriculture, and the environment. After 24 months of service, volunteers can request an extension of service. […] From 1961 to 2015, nearly 220,000 Americans have joined the Peace Corps and served in 141 countries.” (Wikipedia)

Design by

Ogilvy Washington

Related links

Peace Corps press release
Brand guidelines

Relevant quote
Peace Corps’ in-house creative team collaborated with Ogilvy Washington on the visual elements of the refreshed identity, emphasizing a clean, forward-facing look. The updated logo includes key elements from the agency’s historic pre-existing logo—including the image of the dove, the American flag, and the U.S. colors—but modernized to be scalable in constrained digital spaces.

Peace Corps press release

Images (opinion after)
Logo evolution set to the most unrelated music score ever.
New Logo for Peace Corps by Ogilvy Washington
Logo detail.
New Logo for Peace Corps by Ogilvy Washington
1-color version.
New Logo for Peace Corps by Ogilvy Washington
Patch and stickers.

The old logo had the right intention: a star from the flag transforming into a dove and some red and white stripes flowing in the wind. Unfortunately it had terrible execution: the middle step between star and dove is like a mutant starfish; the dove looks as if it smashed against a very clean window it didn't see, and the stripes are painfully contorted into curves. To its credit, the type on a curve fit properly in the counter space. The first 5 seconds of seeing the new logo I kinda hated it but on closer inspection it is remarkably nice. The dove is simple and efficiently drawn and the stripes have a pleasant flow into it. It's like a government edition of Milton Glaser's Dylan poster. The type is boring but effective. The biggest complaint I have is about the implementation of the logo on the website that, in an effort to be responsive, the logo is deployed as an SVG and when it's reduced to 70 pixels, the vectors start to separate and create some unflattering jagged curves. SVGs are great but sometimes a big-ass PNG, GIF, or JPG will do the logo more justice. Anyway, nice update.

Thanks to David Godfrey for the tip.

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