Interbrand reimagines the peace symbol for non-profit Peace One Day

Branding agency Interbrand has revamped the visual identity of non-profit organisation Peace One Day for the first time since its conception 20 years ago. As part of the new rebrand, Interbrand has designed a new logo, a vastly different direction for the organisation as it goes from a detailed illustration of a globe on a crown of leaves with a gradated colour word marque, to a flat graphic icon and new typeface. The new icon reimagines the ubiquitous peace symbol with a slice removed, which Interbrand says conceptually represents the charity’s message that “change can start small, with us as individuals, one piece at a time”. The campaign also promotes the hashtag, #doyourpeace.

Jeremy Gilley’s organisation started in 1999 as a mission to create an annual Peace Day. In 2001, the UN officially adopted the day to encourage global ceasefire and non-violence on 21 September of every year. Since then, the organisation has grown exponentially, with 1 billion people recognising the day, hoping to reach a total of 3 billion people in 2025 with its international events and campaigns. This year, the campaign focusses on cyber non-violence, seeking to decrease online hate speech and its harmful effects.

Interbrand says the rebrand is “bolder, simpler and more open… to universalise the future of peace,” with a new colour palette centred on blue “symbolising serenity and trust” with a spectrum of secondary pastel colours “representing openness and energy”.

“As we enter a new phase in the organisation’s 20th year, we wanted a brand identity that reflected that,” explains Gilley. “Awareness means action and action saves lives. This logo will help do exactly that, raising awareness, and what it can help achieve is infinite.”

The agency says the logo is designed to be “infinitely customisable… it empowers people around the world to make Peace One Day their own.”