The Red Cross Redesigned Its Logo—And Axed The Cross ‘In Disaster Situations’!

red cross logo

[credit provider=”Logo”]

The American Red Cross commissioned a redesign of its logo — the iconic red cross from which the non-profit draws its name — to give itself a more modern look.The new logo isn’t that different from the old one: The red cross is now represented on a “button” and the black typeface is now grey. The old and new logos, first noticed at Brand New, are show at right.

But the Red Cross also commissioned a version of the logo without the cross, and recommends that the cross be dropped entirely in some situations. The Red Cross’s style briefing document says the non-cross logo should be used:

“For use in disaster situations, as well as times when a marketing-oriented button logo is not appropriate. Can also be used in marketing pieces.”

On page 23, the document says the new logo with the cross inside a button is “not for use in disaster situations.” Historically, the Red Cross has also used a red crescent to avoid offending non-Christians in religiously intolerant countries.

Here’s the new non-cross logo:

red cross logo

[credit provider=”Logo”]

  • UPDATE: The Red Cross says the text on page 23 of its manual is misleading, and that the non-cross logo will never appear without the cross.

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title=”The new ‘button’ logo was inspired by this mid-20th Century Emmet Oldson illustration.”
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title=”This is the official new brand.”
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permalink=”this-page-of-the-red-cross-style-guidelines-shows-when-the-red-cross-is-not-to-be-usedin-disasters-and-in-some-marketing-materials-3″
title=”This page of the Red Cross style guidelines shows when the red cross is not to be used—in disasters and in some marketing materials.”
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title=”These logos are for various levels of donor. Note the ‘Tiffany’ level also has no cross.”
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title=”Here’s how the Red Cross hopes the logo will look out in the street.”
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