Direct Relief International’s brand mark, unveiled in March 2004, was created by Lipson Alport Glass & Associates (LAGA), one of the world’s leading brand and identity consultancies for Fortune 500 companies.
LAGA, in collaboration with its global branding network, International Design Partnership (IDP), donated 18 months of design work at no charge to create our new brand mark. The creative process, which spanned leading design firms in 14 countries on four continents, updated our previous logo to better reflect the heart of our work.
The new identity has been thoughtfully designed to present a positive, professional, and global impression. The focal point is a humanistic depiction of a rod of Asclepius, symbolizing our medical roots. The forward movement of the symbol references the responsive nature of Direct Relief reaching out globally to people in need. Overlapping patchwork shapes serve as the backdrop for the mark to capture the multicultural, compassionate, and human dimension of Direct Relief’s work. As a secondary and more literal meaning, the forms also relate to the packages containing medical supplies shipped around the world. The warm color palette creates an approachable yet bold presence, supporting Direct Relief’s commitment of service and the efficacy of our mission.
Direct Relief was honored to be selected for this exclusive pro bono project, and we thank the members of IDP and LAGA for their tremendous contribution, talent, and passion.