CDT takes ActionAid for charity

International development charity ActionAid is unveiling a fresh corporate identity, created by CDT Design, on Friday.

The identity is designed to more closely reflect ActionAid’s Fighting Poverty Together strategy and emphasise the importance of the word action.

“We’re building on our traditional way of working. We recognise you have to tackle poverty in global terms by addressing its root causes with action. We are rebranding to reflect that [change],” says an ActionAid spokeswoman.

CDT has developed a logo which emphasises the word action – the main means of achieving the charity’s goals. The marque incorporates a visual device, an exclamation mark in place of the letter “I” in action, which aims to draw attention to the word “act”.

It will be applied across all points of communication, including corporate and marketing literature and ActionAid’s website.

The charity refuses to reveal the cost of the exercise, but the spokeswoman confirms it is “within budget”.

The Fighting Poverty Together strategy has four main objectives, which include helping poor people exercise their basic rights and promoting change on an international scale.

ActionAid chief executive Salil Shetty says, “The identity is more than just a fresh coat of paint but a vital, visible reflection of how we are changing.

“Our logo is the focal point of the way we present ourselves to the world, acting as a symbol and a flag. It is dynamic and stresses action and confidence,” he adds.

CDT won the project following a four-way credentials pitch (DW 17 November 2000).