Australian Red Cross unveils new brand identity from Principals

The Australian Red Cross has launched a refreshed brand identity, inspired by the generational change in those donating and an increase in those needing aid due to growing social inequalities and climate change-driven natural disasters.

Principals executed the repositioning after undertaking research with stakeholders in the organisation from leaders to volunteers in the Red Cross stores. The feedback revealed truths about what compels people to get involved in charities.

Australian Red Cross director of engagement and support, Belinda Dimovski, said: “We recognised that a brand refresh was necessary to adapt to this shift. We needed to maximise our humanitarian impact, build pride and commitment across the organisation and recruit a new generation of volunteers and donors.”

The Australian Red Cross is a member of the International Red Cross Red Crescent Movement, made up of 192 national societies, the International Federation of Red Cross and Red Crescent Societies and the International Committee of the Red Cross.

Principals found the globally-used tagline, ‘The power of humanity’, could be overwhelming for supporters, so the agency’s in-house brand voice arm, XXVI, developed the line ‘Act for humanity’ to be used instead.

The line complements the ‘stripped back, modern and minimal’ design of the brand assets developed by Principals, inspired by the central brand idea ‘We are what we do’.

“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,” said Principals strategy director, Moensie Rossier.


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