The creative objective was to deliver more effectiveness in the battle for human rights through a new international visual profile for the world’s largest human rights organisation – Amnesty International. Amnesty International’s new global visual identity is marked by a symbol of suppression and hope, a colour world that draws attention and expresses urgency, an authentic and documentary-style visual language, and a typeface that is suitable for conveying facts and for campaigns – promoting global identification and allowing easy applicability. During the launch process in Germany alone, the brand architecture and all communication media were revised. All members (more than 20,000) received a simple toolkit containing all the tools necessary for their day-to-day work – in the new international look.
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