Red collection envelope inspires Christian Aid's new logo
Howard Lake | 7 March 2006 | News
International development charity Christian Aid is launching a new logo, based on the charity’s iconic red collection envelope. It is designed to make the charity “instantly recognisable and to attract new supporters.”
The new look capitalises on the image of the red envelope, used to collect money during Christian Aid Week, the biggest fundraising week in the UK which last year raised £14.8 million. In this way, the charity is focusing its brand on its key fundraising tool.
The logo is designed to be flexible enough for use on the internet, TV, print and advertising.
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Christian Aid’s supporter magazine, Christian Aid News, with its circulation of 400,000, will be the first publication to use the new logo. Other publications will follow over the coming year, with the aim of having most publications featuring the new logo by Christian Aid Week in May 2006.
The logo’s energetic design is intended to reflect Christian Aid’s “uncompromising, challenging attitude and determination to push for change.”
Kate Phillips, external relations director for Christian Aid, explained the need for change. “We are one of the UK and Ireland’s longest established and best-loved charities.
“But we recognise we must move with the times and reach people with our messages – our refusal to settle for an unjust world and our determination to challenge the causes of poverty. Our more contemporary logo will challenge people to join us in our work.”
The new logo was created by Michael Johnson of Johnson Banks creative agency, creators of Shelter and the UK’s EU presidency logo.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.