CIVIL RIGHTS DEFENDERS by FELLOW DESIGNERS, Prime for CIVIL RIGHTS DEFENDERS

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CIVIL RIGHTS DEFENDERS

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Sweden
Agency FELLOW DESIGNERS
Agency Prime
Creative Director Tom Beckman Prime
Released September 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: CIVIL RIGHTS DEFENDERS
Product/Service: CIVIL RIGHTS DEFENDERS
Agency: PRIME PR
Agency: FELLOW DESIGNERS
Date of First Appearance: Sep 11 2009 12:00AM
Entrant Company: PRIME PR, Stockholm, SWEDEN
Head of PA: Fredrik Andersson (Prime PR)
Creative Director: Tom Beckman (Prime PR)
Senior consultant: Sven-Olof Bodenfors (F&B Case)
Graphic designer: Eva Liljefors (Fellow Designers)
Graphic designer: Paul Kuhlhorn (Fellow Designers)

Describe the challenges and key objectives
The organisation’s new name should reflect a chosen path in a number of central questions – act rather than guard, international rather than Swedish, civil rights rather than human rights. The objective was also to land in a name and logo with timeless simplicity that could reflect the dignity of the organisation’s field of work. The new name was developed: Civil Rights Defenders.

Describe the brief from the client
The Swedish Helsinki Committee has for more than a quarter of a century defended people’s civil rights. The reference to the Helsinki Declaration was for a long period of time relevant. But two decades after the Cold war ended that deal has lost its contemporaneity. The younger generations are not even aware of the agreement. The Swedish Helsinki Committee was in need of a new name. A new identity.

Describe how you arrived at the final design
The next step was to strengthen and balance the name with a graphical expression. The starting point was that the organization consists of civil rights lawyers. People that has the pen as a weapon. The pen, more powerful than the sword. But the symbol should not only reflect how the organisation acts, but also why. It should convey the sense of compassion that is the foundation of civil rights. The heart.

Give some indication of how successful the outcome was in the market
Changing both name and logo on an old, established and respected organisation is difficult. Especially within the field of non profit organisations where people work on the basis of belief and are expected to have opinions. In an evaluation interview with General Secretary Mr Robert Hardh, both himself and others involved in the project were very surprised not having received any negative feed back at all regarding the new identity.