Amnesty International has been working to stop the death penalty in the world for years.

Death Penalty still exists in 54 countries of the world. Our task was to help Amnesty International fight against death penalty and to pressure governments in these countries. Country by country. Year by year.

Idea

We have created an identity for THE DEATH PENALTY. All of 54 countries where the death penalty is still legal became the style-forming elements of the identity system. The dynamic pattern changes constantly to reflect changes in the death penalty laws in these countries.

The disappearing identity as a kind of timer. In the beginning, we have 54 countries with the death penalty, and then, with the abolishing of the death penalty laws, the countdown begins until it leaves none. The font is also part of the overall concept.

How it works

When a country abolishes the death penalty this country will be gone from our pattern, taking away part of the identity. Оur identity must disappear just like this cruel and wild tradition. Using our website everyone can sign a petition and generate a unique poster with the current year's pattern to protest against the death penalty. Activists used it to pressure governments in countries where the death penalty still exists.

Art-Direction

A rough font was created. It looks like a digital clock, because the letters are built in a straight line, and have clear angles. Letters are built on a similar principle. Why did you use this technique? Because of the idea of our branding. The disappearing identity as a kind of timer. In the beginning, we have 54 countries with the death penalty, and then, with the abolishing of the death penalty laws, the countdown begins until it leaves none. The font is also part of the overall concept.

It's a long-lasting campaign. But we have the first significant results: last year the first country - Kazakhstan disappeared from the identity. The Republic of Kazakhstan has abolished the death penalty. President Kassym-Jomart Tokayev added his signature to a bill that commits to abolishing capital punishment. The campaign goal is to help Amnesty to abolish the death penalty across the world within 10 years.