Since 2001, the Disaster Relief Alliance has stood for rapid, coordinated and effective aid for people in the greatest need. When natural disasters, conflicts or epidemics plunge people into existential crises, Caritas international, the German Red Cross, Diakonie Katastrophenhilfe and UNICEF Germany jointly appeal for donations, sending a powerful public message: affected children and families urgently need support.
The task was to give the Alliance a strong visual identity of its own while ensuring that its connection to the four established organisations remained visible.
During a joint strategy sprint, a clear vision for the brand was developed: a strong identity with a clear purpose, distinctive positioning and a sharper personality form the foundation of the new brand. It was particularly important to ensure that the new identity complemented the alliance’s member organisations. At the same time, the identity needed greater flexibility and independence to enable a more emotionally engaging approach.
At a glance, the logo communicates the alliance’s identity, values and ethos. The symbol consists of four elements, representing the four member organisations. Together, these elements form an A, conveying a sense of unity and cohesion.
Die Gestaltungssprache unterscheidet zwischen drei zentralen Kommunikationsarten, die durch die Appell-Fläche jeweils gestalterisch differenziert umgesetzt werden: berichtend, appellierend und alarmierend.
Typografie und Farbigkeit zahlen zusätzlich auf die Eskalationsstufen ein und ermöglichen klare Differenzierung und einen flexiblen, aber trotzdem konsistenten Markenauftritt.
