Here’s a great example of an evolving brand, which shows how subtle design can make a huge difference.
The American Red Cross are a globally recognised organisation, thanks in no small part to their iconic logo. When tasked with updating such a well-known brand identity, Turner Duckworth showed how design flare and ingenuity can garner fantastic results. Inspired by the image above, they produced sophisticated new versions of this historical logo, solidly grounded in the integrity of the brand.
Their designs are made up of:
the “Button” logo – “for marketing purposes”;
the “Classic” logo - for use “in disaster situations, as well as times when a marketing-oriented button logo is not appropriate”; and the conceptual ‘cross pattern’ yet to be implemented.
Turner Duckworth’s use of light and shade, texture and typography have really tightened up the identity of the American Red Cross, achieving that ‘approachability’ factor that’s so important for charitable organisations. Interested in learning more?
Check out the website here.