The Peace Corps has unveiled a refreshed logo and brand, designed to inspire a “mission-driven” audience of millennials, to “change lives the world over”.
The Peace Corps is a volunteer programme run by the US Government helping people outside the United States to understand American culture, and helping Americans to understand the cultures of other countries. This work is propagated through aid relief, health and education programmes.
Peace Corps began work on the rebrand project two years ago, and it is the result of a collaborative piece of work by the organisation’s in-house team and the consultancies Forum One and Oglivy Washington.
Inspiring future generations
The Peace Corps original logo was first introduced in 1971, and featured a roundel, encircling the American flag and a dove graphic as a symbol of peace.
Updated for the first time in more than 40 years, the new design aims to offer a “clean, modern look” and inspire future generations who want to make a “positive, lasting change in the world.”
The new logo combines the familiar dove and American flag with a wordmark set in a softer, serif typeface.
Oglivy Washington chief executive Robert Mathias says: “The new brand identity is rooted in this vibrant legacy, and positions the Peace Corps’ mission-driven brand for future generations.”
An experience ‘Millennials can embrace’
Forum One has also overhauled the Peace Corps website, which is designed to be mobile-friendly and attract a “new generation of online Americans.”
Peace Corps director Carrie Hessler-Radelet says: “The redesign is meant to show the world that the Peace Corps has changed with the times, but still retains its core mission and values. We wanted to make it user friendly and mobile friendly because that’s where our audience is today.”