New Red Cross logo by Design Distillery

The International Red Cross and Red Crescent Movement has launched an identity to be used for its worldwide millennium activities.

The logo was created by London group The Design Distillery, which pitched against one Australian and two Swiss groups for the job.

It will be used by both the International Committee of the Red Cross – the organisation primarily responsible for war relief – and the International Federation of Red Cross and Red Crescent Societies, which represents all national Red Cross organisations.

The identity for the International Committee of the Red Cross is currently being redesigned by The Open Agency, formerly Horseman Cooke McBains (DW 3 July).

“They want to use the millennium as the catalyst for profile raising and money raising,” says Design Distillery managing director Leslie Millard.

The collective group’s message for the millennium, The Power of Humanity, is supported by five “simply drawn figures representing the five continents with their arms raised in celebration”, says a consultancy spokesman.