Australian Red Cross reveals refreshed brand positioning

Australian Red Cross, funded in 1914, has launched a refreshed brand identity and positioning developed by branding agency Principals.

The rebrand was driven by two factors: changing nature of vulnerability, with more people needing support more often on account of the effects of climate change and other natural and social issues; and a generational shift in the nature of giving, which impacting the organisation with young people more motivated to contribute.

The stripped back, modern and minimal design system and guidelines, including a suite of strong, distinctive brand assets, support the central brand positioning, ’We are what we do.’ While worthy, Red Cross’ global tagline, ‘The power of humanity’ could be overwhelming for supporters. Principals’ in-house brand voice agency XXVI evolved the tagline to, ‘Act for humanity,’ which gives people a sense of personal empowerment. This led to the development of a brand voice and narrative to complement the new strategy, identity and tagline.

“The refreshed brand builds on and makes sense of Red Cross’ fundamental principles of humanity, impartiality, neutrality, independence, voluntary service, unity and universality. It transforms these principles into practice and rallies people to act for humanity,” says strategy director at Principals, Moensie Rossier.