More effectiveness in the battle for human rights through a new international visual profile of the world’s largest human rights organization – Amnesty International.

Amnesty International’s new international visual identity is marked by a symbol of suppression and hope, a colour world that draws attention and expresses urgency, an authentic and documentary-style visual language, and a typeface that is suitable for conveying facts and for campaigns – promoting global recognisability and easy applicability.

During the launch process in Germany alone the brand architecture and all communication media were revised. All members (more than 20,000) received a simple toolkit containing all the tools necessary for their day-to-day work – in the new international look.