Taking a stand is the motto of the campaign of the German Red Cross. The aid organisation uses pictograms in signal red in order to embed their range of services in the public awareness and collect donations. For this purpose, the word and design mark on the poster motifs has been altered in simple yet confusing ways. The German Red Dog, for instance, is a symbol for the rescue dogs, searching for missing people, while the German Red Roof represents aid to refugees. An appeal in the subheading of the distinctive posters asks onlookers to make a personal contribution.
Chief Creative Officer:
Deutsches Rotes Kreuz, Berlin, Germany
Leo Burnett Germany, Frankfurt/Main, Germany
Benjamin Merkel, Helge Kniess, Daniela Ewald, Jörg Hoffmann