Merlin has worked with not-for-profit branding specialist Spencer du Bois to overhaul its brand and create a new identity. Research showed that, although held in high regard by those who know the aid agency, the Merlin brand failed to convey the full breadth of its work.
Merlin prides itself on providing emergency relief when crisis strikes and then staying put to help rebuild shattered health services.
The new logo focuses on the breadth and depth of emergency and longer term health care services by combining their iconic representations in a bold M made up of instantly recognisable symbols, such as hands, hearts, medical aid, clean water and shelter.
Imogen Ward, Merlin’s Director of Marketing and Communications, said: “There are many international aid agencies and then there is Merlin. Our medical experts work on the frontline in some the world’s toughest places – Haiti, Afghanistan, Pakistan to name a few. Each emergency response has an eye to the future and after addressing the immediate medical needs we always start the long, hard work of helping a country rebuild and run their own health care services.
“This unique combination of the immediate and the longer term, the medical and the wider health care provision is, I feel, captured in this image in a compelling and creative way. Merlin is a charity loved by its existing donors but we need more public support! We plan to double the ratio of funds from the public over the next few years and this piece of work is crucial to our future development. I have every confidence that it will help us reach our ambitious goals.”