Peace Corps overhauls logo as part of “mission-driven” rebrand

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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

WASHINGTON, D.C., June 1, 2016 – Today the Peace Corps unveiled a refreshed brand platform that underscores the agency’s commitment to engaging the next generation of Americans who want to make positive, lasting change in the world. The new look embraces a digitally focused communications approach and aims to make the Peace Corps more accessible to audiences through the platforms they already use. Built to fit Peace Corps’ unique mission, the refreshed platform includes an updated logo with a bright, modern look, and a bold new website, overhauled to be responsive and completely mobile-friendly. Together the elements tell a compelling story that is authentic, fresh and engaging while still honoring the agency’s historic roots.

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.

Old logo
Old logo

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’

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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.”

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  • Barbara George June 2, 2016 at 8:42 pm

    As an RPCV Honduras West 3 plus 1 extra year, I say ‘Shame on you, Peace Corps!’ How much taxpayer money and how much staff time was spent on this fool’s errand? And what in blazes was wrong with the original logo? The new one, to paraphrase another RPCV, looks like a dove with dysentary (well, ok, that DOES make a lot of sense given that GI problems were a way of life for many of us). What is the need to turn this life-defining-by-fire experience into a Disneyland experience?. Hogwash! It is more true today than ever in this increasingly unfriendly-to-the-U.S.-agenda world that a PCV must have grit, tenacity, ingenuity, humility, and openness in order to remain safe during their service, in order to have any significant impact, and in order to have any meaningful experience.

    Waste of time AND pandering Peace Corps!!! Boo hiss.

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