The American Red Cross revealed the evolution of its brand identity earlier this month, featuring a new look for their consumer-oriented marketing and applications. For any application that’s disaster or emergency related, the standard red cross treatment with updated typography will be used. By separating the marketing voice when communicating to patrons and volunteers, the Red Cross will be able to bring public awareness to their initiatives year round and not just in disaster situations.

The design by Turner Duckworth gives the new brand a more modern and innovative feel, allowing the original logo to maintain its classic look and message. Even though the button look is borderline Web 2.0, it effectively executes a larger initiative within public relations and marketing communications strategies. Its most successful in its humanness and approachability. The button presentation relates to the lapel pins worn by supporters in the early part of the 20th century and speaks directly to an audience of donators, volunteers and those potentially joining the Red Cross cause. Peggy Dyer, CMO of the Red Cross, had this to say about the new look:

We want to show more people how they can be part of a Red Cross that intersects with their lives in many ways. We’re proud of both our history and our future. We look forward to telling our story to a wider audience and the new brand identity is an important step in that process.

I’m looking forward to seeing how this brand is implemented in the Red Cross website later this year. The new website will use the button logo and will also implement a platform for user interaction, showcasing authentic content and stories from patrons and volunteers.

Prototype Blanket with Red Cross Pattern