BRIEF
Following an extensive research process, TRiC were commissioned to modernise the organisation’s identity and communications, with an inspired new design system and strategic overhaul. The identity needed to be suitable for diverse audiences, including the general public, donors, and the government.
HRLC were attracted to our experience working in the arts and cultural sector. Their willingness to challenge the status quo of their industry, and break away from the traditional pathway of studios specialising in NGO branding really resonated with us.
RESPONSE
The identity draws on the vernacular of the protest placard: passionately reactive, bold, underlined, and punctuated with a full stop that feels as if it has snapped the marker in the process!
Embracing the organisation’s name itself, we leaned into the powerful words ‘human’, ‘rights’ and ‘law’ to straightforwardly communicate, “This is who we are and this is what we do.” Familiar language devices – the underline and full stop – eliminate hierarchy and emphasise each word equally. The resulting logo is firm but friendly, confident and refined.
Simple at its core, the encompassing brand system is what provides flexibility. A reliable typographic system incorporates both a serif and a grotesk typeface, ensuring clear and accessible communication. Colour was a point of contention, considering its representative power and subjective meaning, especially in politics and activism. Rather than using colour prescriptively, we opted to use it freely and boldly. The chosen palette represents the full spectrum of human rights in all territories, and is open to adjustment as the brand evolves.
OUTCOME
Genuine and visionary for the general public, optimistic and aspirational for donors, and firm and influential to government; the resulting identity framework demonstrates that clear, forward communication is key to creating community and making meaningful change.
