Love matched to landmine charity

Manchester design group Love has created an identity for Mines Advisory Group to improve the perception of the landmine clearance charity among commercial organisations.

The aim of the redesign, which is being applied to stationery and other marketing material from this week, is to raise awareness of MAG’s role in ‘capacity-building and development’ in more than ten war-afflicted countries around the world, says MAG information manager Sean Sutton.

While MAG’s previous logo is being retained for use in the field, its skull-and-crossbones motif was felt to be ‘slightly subversive’ and ‘hostile’ in terms of attracting corporate support, says Love director Sue Strange.

She adds, ‘With its use of typography and imagery, the original logo has an anti-establishment feel. MAG has a great affinity with the arts and music sectors as a result, but it needs to develop its pitch to corporate partners without terrifying them.’

A more focused strapline – Take action, clear mines – has been developed to improve MAG’s branding. The previous version – Clears mines, saves lives, builds futures – was ‘too much of a mouthful’, says Sutton.

Love is also designing a review document, to be published by the end of the year. Photography – by Sutton, a former photojournalist – will figure prominently and has also been incorporated into the identity to convey the benefits of the charity’s portfolio of projects, according to Strange.

Love creative director Philip Skegg and designer Andy O’Dwyer are responsible for the design.

MAG is gearing up for a full relaunch in the new year, when it will draw attention to changes in the way the Government funds its activities.

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