Medecins Sans Frontieres, which translates from French to Doctors Without Borders, is currently in turmoil after a report of a racist internal culture and a range of improprieties. Thus in order to return the organization to a brand position that reflects their initial mission, "MSF stands for an impartial humanitarian action, independent from all political, economic and religious powers" I crafted a visual system that is uniquely human in execution. The new MSF logo is an adaptable system where the letters M-S-F are written in marker above a stamp consisting of the full French name, Medecins Sans Frontieres, accompanied by the name translated into the specific MSF chapter's native language.

Through the institution of a system that utilizes markers and stamps, MSF field operatives will be able to create identifiable, accurately branded touch points, from blankets to masks, in areas of limited resources.

However, some necessary physical elements of a brand are too permanent and large for the direct application by a marker and stamp, in which case the logo will be the handwriting of the current MSF director, printed in a more permanent manner.

For the digital elements of MSF, the slightly janky application of header text on the website home page reflects their commitment to their people through the lack of attention applied to items extraneous to caring for others. Furthermore MSF's Instagram account reinforces their human centric stance by solely featuring images of the people who are part of the organization.

To align with the need for functional items in the field, instead of utilizing a key card, or another modern/technological form of identification, MSF will now issue their employees an embossed metal pin containing pertinent information to each person, in the same spirit as a military dog tag.

Due to their newfound commitment to brand flexablility, MSF has adopted the ambiguous official colors of Marker Red and Stamp Black. 

The official font for the MSF stamp is Arial, a basic, utilitarian typeface which reinforces the organizations' commitment to their people by showing a supposed lack of care applied to branding suggesting a focus on their actual work and not their superficial, outward presentation.

As the first step in my MSF Rebrand, I sketched logo and pin concepts.

After sketching I experimented with my chosen logo concept in pen before having an official MSF stamp made and introducing markers.