Branding humanitarian aid

Unicef At some point in my life, I studied international relations at The Fletcher School of Law and Diplomacy in the US. I even worked as a communications consultant for the UN, World Bank, and later on interned at the EU's humanitarian aid office.

With that, my "diplomatic career" came to an end to give way to my strong passion for business development and funky brands. Nevertheless, I regularly keep an eye on the work of the United Nations and other international organizations.

Most often, I assess their branding initiatives. And let me tell you this: many of these organizations would definitely benefit from some serious branding.

I've recently come across a set of photos on BBC, entitled Branding humanitarian aid. Each of the photos gives you some idea of how UN World Food Programme (WFP), UNICEF, UNHCR, EU's ECHO and others are using their visual identity to raise brand awareness. The main purpose behind the article is to demonstrate that all of these organizations have suffered from the credit crunch, and urgently need to improve their visual identity in order to do better fundraising.

I am not sure that a better look is the only way towards getting more cash -- what's needed is profound reassessment of their values and "business model". Nevertheless, good visual identity certainly helps in making a statement about what your brand is all about.

Looking at the BBC photos, what, in your opinion, is the most successful and least successful examples of visual identity? In my view, the EU's ECHO is in serious need of branding help, and what about others?

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