Visual Identity Stewardship of an iconic global symbol Originally conceived at the 1864 Geneva Convention, the logo for the Red Cross might be one of the most recognized marks in the world. So, when design firm Concrete was asked to review the Canadian Red Cross' identity system, they recognized that their task was one of stewardship — not reinvention — nor a branding exercise. The organization was already clear about what they stand for and what their promise is to those they serve. Instead, the charge given to the firm was to improve the identity’s “general usability, public perception, and accessibility, all while representing the organization’s core values of humanitarianism, leadership, trust, expertise, safety, protection, hope, neutrality, and unity.” The result is a powerfully beautiful visual identity system that works on communications materials, digital applications, signage, and field applications. Web portfolio: Canadian Red Cross