Core Humanitarian Standard

Visual Identity, Editorial Design, Illustration, 2024

Visual identity and booklet design for a globally recognised humanitarian organisation


The Core Humanitarian Standard (CHS) is an initiative driven by CHS Alliance, Groupe URD, and Sphere, aimed at enhancing the quality and accountability of humanitarian aid and development work. The CHS sets out nine commitments to ensure that organisations support people and communities affected by crisis and vulnerability.

Our collaboration with CHS focused on updating their brand identity to reflect the changes and improvements introduced in CHS 2024, which launched in April. The goal was to modernise the identity while staying true to CHS's core values, to differentiate it from the old standard.

What we did

We began the process with a strategy call involving the partner organisations of CHS to understand their collective vision and requirements. Given the collaborative nature of the project and the multiple stakeholders involved, this meeting was important as it aligned everyone's perspectives and expectations before we started designing, and ensured everyone's input was considered.

The flower infogrographic, symbolising the 9 commitments, has long been a key element of CHS however it has never been a part of the viusual identity even though it is the most recognisable visual from CHS. Understanding its importance, we refined its shape and incorporated it into the logo as a logomark. For the logotype, we opted for a straightforward and solid design to resonate with a broad audience, using Forma DJR as the foundation with minor tweaks. We updated their green hue and introduced a complementary blue to the colour palette.

Illustrations by Tyla Mason

The results

"Working with Emma and Tayo was a real joy. From the start of our project, they really took the time to understand our needs and what we were trying to achieve. The communication and feedback was excellent and they worked closely with us every step of the way. As a result of this collaboration, we were able to launch a more modern and vibrant looking Core Humanitarian Standard, with newly branded printed and digital materials, to a global audience. I highly recommend them to anyone seeking talented creatives who do great work, are great to work with and embody a true team spirit." Rosa Argent, Director of Communication, CHS Alliance.