When Lutheran World Relief and IMA World Health made the decision to join forces and create a new parent organization—positioning them as one of the leading global relief and development organizations—the new brand needed an identity and a visual representation that could symbolize its combined efforts and unite the different workforces worldwide. Building on a new name, positioning, and communications program developed by Brand Federation, Chermayeff & Geismar & Haviv created a symbol and a visual identity program that can help unify the various parts of the new organization and help it have increased visibility and impact.
The symbol for Corus International is three interlocking rings. Each link represents a component of the organization’s new brand promise: belief leading to action, and action creating impact. The central concept is that of a virtuous cycle. The new Corus identity, with its colorful, abstract trefoil shape, gives the organization a bright and modern look while honoring its faith-based tradition. The links also invoke the first letter of Corus, helping to establish the new name with audiences around the world.
Employing a custom typographic approach with a distinctive R, a set of wordmarks was developed for the various sub-brands, programs, and partnerships. The new identity system will be a flexible and consistent tool for a life-saving global mission.
"Our new simple, yet powerful logo captures the dynamism of Corus International and the strength of each brand in the Corus family."
-Daniel Speckhard, President and CEO of Corus International