Canadian Red Cross

Stewardship of an Iconic Global Symbol

Canadian Red Cross Emergency Response Unit

Originally conceived at the 1864 Geneva Convention, the Red Cross on a white background is one of the most immediately recognized symbols in the world. The mission of the organization is to improve the lives of vulnerable people by mobilizing the power of humanity around the world. It is the leading humanitarian organization through which people voluntarily demonstrate their caring for others in need.

The Canadian Red Cross Society (CRC) is one of 190 national Red Cross and Red Crescent societies. After review of the current state of its identity system, the organization identified many issues with how the symbol was currently being employed – notably, difficulties in digital applications and inconsistent alignment with the International Red Cross Movement.

The CRC engaged Concrete to review its current identity system and develop a comprehensive set of guidelines that addresses the identity’s general usability, public perception, and accessibility, all while representing the organization’s core values of humanitarianism, leadership, trust, expertise, safety, protection, hope, neutrality and unity.

The revised identity guidelines details a comprehensive system of scaling the symbol along with directions for using the symbol in all stakeholder touch points, including communications materials, digital applications, signage and field applications.

  • Visual Identity Guidelines / 
  • Communication Materials / 
  • Signage / 
  • Packaging / 
  • Digital
Canadian Red Cross previous brand identity

The Existing Identity System

The existing visual identity system did not scale effectively, had issues in digital applications and did not align well with the systems of other members of the International Red Cross Movement.

Canadian Red Cross new identity
Canadian Red Cross new brand identity stationery, mailing, business cards and office supplies
Canadian Red Cross new brand identity Calendar, Disaster Relief Programs manual and ERU Access Pass
Canadian Red Cross Lifeguard signage
Canadian Red Cross First Aid and CPR Course Guide brochure
Canadian Red Cross Emergency Food Rations and Bottled Water
Canadian Red Cross information and values guidelines with Disaster Prep Jit and Antiseptic Soap Bar
Canadian Red Cross Annual Report, Access Passes, CPR Manual, Sterile Gauze Pads and Program Brochures
Canadian Red Cross branded note left on supplies shipment
Canadian Red Cross Distribution Centre with logo across entrance
Canadian Red Cross branded boxes being carrier by two individuals
Canadian Red Cross branded hard hat
Canadian Red Cross vehicle with new branding of red cross on side
Canadian Red Cross Emergency Response Unit Kit as supplies are handed out
Canadian Red Cross Field Office signage on side of building
Canadian Red Cross ‘Fierce Optimist’ campaign posters displayed on sidewalk billboards
Canadian Red Cross campaign story
Canadian Red Cross ‘Volunteer Today’ campaign on billboard
Canadian Red Cross website