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Twenty-five million people live under catastrophic conditions in North Korea, invisible to the outside world. The human rights organisation SARAM wants to change this. This goal is the starting point for the new CD: The new logo represents each North Korean with his or her first name. Thus the brand identity becomes "Human Identity". Victims become a central part of the brand without using facial images. The reason being, to protect the identity of people. The branding is able to place special emphasis on human beings consistently isolated by the regime and to tell their story through the most effective medium.
SARAM – Stiftung für Menschrechte
Grey Germany / KW43 Branddesign
Prof. Rüdiger Goetz (Managing Director Creation), Alexander Geh (Creative Director), Tara Otto (Art Director), Mike Scheider (Art Director Digital)