The number of members and supporters of the German Red Cross is decreasing. The aid organisation has become so large that its many tasks are not clearly discernible. The recruiting campaign puts a spotlight on these tasks by breaking with the rule of not touching the logo. The word and design mark has been converted into individual logos, which show the areas in which the German Red Cross is active. For the search of missing people by rescue dogs, the Red Cross was transformed into the German Red Dog. This simple change of the logo confuses onlookers at first, but, at the same time, provokes thought and encourages them to take action.
Chief Creative Officer:
Deutsches Rotes Kreuz, Berlin, Germany
Leo Burnett Germany, Frankfurt/Main, Germany
Benjamin Merkel, Helge Kniess, Daniela Ewald, Jörg Hoffmann