Two people smiling and sitting on a sofa holding a Red Cross brochure and a cup of coffee.

The Red Cross brand book

Photo: Suvi Elo / Suomen Punainen Risti

The Finnish Red Cross is a bold advocate for equality and humane values in the world. Everyone can join us in our task.

This guide provides instructions on encounters, interaction and creating communications materials. The guide includes our principles, inspiration and instructions on how to talk about us.

Our operations are guided by these principles and values. They are uniform throughout our organisation.

Get to know the principles of the Red Cross

Learn more about the Red Cross values

The following characteristics guide and unite the operations and communications of the Finnish Red Cross:

The Red Cross...

brings hope and joy
Our operations make the people involved happy. Our activities bring joy and hope to society.

is inclusive
We value each and every person and believe in their abilities. We understand that everyone needs support and help sometimes. Our imagery and stories treat everyone equally, and actively highlight diversity.

keeps up with the times
We look at the world around us from a local perspective. We are the fastest operator, even in situations where the need for help and type of help changes.

is bold
We are bold when it comes to really seeing individual people. We act courageously. We bravely defend our values and do not look the other way in times of crises.

is empathetic
We always act professionally. We approach each other with empathy.

The Red Cross lives with the times and reacts to changes in the world. Our ideal image reflects how we want to be seen.

We want to be an inspiring operator maintaining hope. We strengthen people’s trust in each other. The Finnish Red Cross is an organisation with a strong heritage and an eye on the future, enabling meaningful operations that bring joy and enable change.
 
The Red Cross
will quickly come to the aid of the people who are most in need of help.

The Red Cross
builds a humane society together.

The Red Cross
wants everyone to be able to help.

The objective of the communications of the Finnish Red Cross is to bring joy, information and hope, and a sense of safety. Our tone is empathetic and bold.

Visual cohesion, text tone of voice and bold interactions ensure that our operations are distinguishable and can be reproduced and trusted.

We foster a local tone of voice and make sure that our language is understandable and clear. We communicate and meet people with respect, equality and responsibility.

We are a global humanitarian aid network that delivers help quickly and efficiently. We invite everyone to join us in defending humanity and courageously building a better world.

We work tirelessly for a world where everyone has the prerequisites for a safe life. The Red Cross strengthens local communities all over the world and is there to support people in any sudden crises.

We will help and listen to people and always defend humanitarian values. Everyone is welcome to join our activities. We are committed to defending humanity, human dignity and equality.

We will be there, if the structure of society fails and safety nets crumble. We work tirelessly for a world where everyone has the prerequisites for a safe life. A world where we dare to interact together.

Value propositions describe the way in which we talk about our operations and their impact. Our value propositions help the recipient of our message to understand what it is that we actually do.

We operate locally, right next to you.
Together we build a more humane society with all our volunteers and partners.
We spend time with people and are quick to help in times of crises.
We always allocate donations where they are most needed.
We are a responsible promoter of wellbeing in Finland.

The brand is about more than visuals and communications. The most important element of the Red Cross brand is meeting others courageously and building trust between various operators.

The brand and its expression inspire, brighten and guide the operations towards the future. Our brand needs to be recognisable and distinguishable in both rapid crises and in the digital influx of information.

Narrative levels

Volunteers and the community
Usage: social media
Need: community voice
Style: genuine, warm
Narrative level: everyday, diverse, network
Implementation: volunteers

Two Red Cross volunteers taking senior citizens outdoors on rickshaws.

Photo: Arttu Muukkonen / Suomen Punainen Risti

Campaigns and inclusion
Usage: participation and visibility
Need: brand image
Style: considered, stylised, expressive
Narrative level: local, relatable, empowering
Implementation: selected photographers, as necessary

A young person smiling and making a heart sign with their hands in winter weather.

Photo: Joonas Brandt / Suomen Punainen Risti

Documentation and reports
Usage: journalistic documentation, crisis narrative
Need: substance, provision of information and expertise
Style: varied, rough, responsible
Narrative level: global
Implementation: network of photographers and journalists