The international development and relief organization, act!onaid yesterday launched its new logo and brand at its Freetown headquarters at Lumley. The new logo is written in red, and entirely in low case, while the first “i” is written as an exclamation mark.
actionaid Country Director, Tennyson Williams said his institution was working in partnership with poor people and institutions to eradicate poverty “by overcoming the injustices and inequity that cause it”.
He said they had been directly delivering services in the areas of education, primary health care, water and sanitation, and infrastructural development at both community and national levels. Mr Williams said there had been a major programme shift lately, focusing their goals and efforts on securing the rights of poor and excluded people as well as addressing injustice.
He said they were currently prioritizing women’s rights, the right to life in the face of HIV and AIDS, the right to food, to education, to human security in conflict and emergencies and the right to a just and democratic governance.
He pointed out that the new logo and Brand reflected all of these changes, adding that the previous one had been inconsistent.
He said the organization had decided on the new logo which would be reflective of the institution, presenting a uniform identity globally. Peter Beckley of actionaid’s communications department said the new logo illustrated conformity with the global institutions of the organisation.
He said their core messaging would now be “actionaid takes strides with poor people to end poverty”, while their core supporting message would be “women’s equality, enjoying rights and challenging power.”
On their organizational descriptor, Mr Beckley said their strap line would be “end poverty. Together”, which would be displayed on their vehicles and office documents. The Development Secretary in the ministry of economic planning, Kona Koroma unveiled the logo. She praised actionaid for the new brand “Togetherness”, pointing out that as a government, they welcomed the move by actionaid to work with them.