UNICEF unveils its first global rebrand in over a decade

December 13, 2016


(marketingmagazine.com.my) – The United Nations Children’s Fund’s (UNICEF) marked its 70th anniversary by unveiling a new brand identity to better connect with its audiences.

The rebrand which showcased the brand’s new tagline ‘For every child’ was unveiled today. The concept, developed in Sydney by creative agency Marcel is being used by UNICEF offices in over 190 countries and territories.

UNICEF Chief of Brand Building David Ohana shared, “UNICEF’s new brand positioning reflects our commitment to promoting the rights and improving the lives of the world’s most vulnerable children by providing life-saving aid and long-term support. At a time when nearly 50 million children have been uprooted, more than half driven from their homes by conflict, UNICEF is needed now, more than ever”


David shared that while the UNICEF brand is widely known, their association with children is surprisingly low. In a recent global survey less than 50 per cent of the respondents connected the brand to aiding children. This insight drove the brand to rework its tagline.

He added that it was the first time UNICEF had undergone a brand repositioning in over a decade. The move he added was to help the agency to attract new audiences, partners and donors –to support their work for the most at-risk and excluded children.


“Through this re-branding, our goal is to convey, in a powerful and distinctive way, what UNICEF stands for, in everything we do, in every country we work, in a way that is relevant to our audiences”. David added.

Marcel Sydney Creative Chairman and Founder David Nobay said: “We are honoured to be able to use our creative skills to help advance the important work of UNICEF. We hope our contribution will help make a difference and ultimately help millions of children in the most difficult situations.”

The new branding will be rolled out across the UN agency over the next 1-2 years.


Marcel Sydney Unicef print work creative credits

Copywriter/Art Director: David Nobay
Agency Producer: Holly Alexander
Business Director: Manuela Perche
Director: Simon Lister
Editor: Andrew Holmes
Music: Nylon
Post Production: Heckler
Client: David Ohana and Angus Ingham Unicef


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