CARE is the United States-based member of CARE International, a global humanitarian confederation founded in 1945 to deliver post-World War II relief packages to Europe and Asia. The organization’s visual identity is built around a circular symbol of interlocking hands and a lowercase wordmark, a design that replaced the original square “CARE package” stamp in the early 2000s.
Design and History
For many years, CARE International used the same square logo, symbolising the millions of relief packages sent to destitute people in Europe and Asia after World War II.[1] That original mark was based on the stamp-like design printed on the iconic CARE packages, which featured a shield with stars, stripes, and the words “United States of America.”[2]
In 2002, CARE International launched a new global brand and logo to reflect how the organization aims to work with communities, governments, and other partners rather than simply delivering aid.[1] The new mark, described as a “community of hands,” was unveiled in Kabul during the Afghan New Year ceremony in March 2002.[3] The redesign was part of a broader rebranding effort that also introduced a new lower-case logotype, portraying CARE as an accessible and straightforward organization.[4]
The current mark is registered as a trademark by the Cooperative for Assistance and Relief Everywhere, Inc. (CARE USA), based in Atlanta, Georgia. The registration describes the mark as consisting of “care” in orange with a circle of hands above, where the hands are in alternating yellow and orange.[5]
Meaning and Symbolism
The “community of hands” symbol was designed to illustrate CARE’s commitment to working with communities to end poverty.[3] The core design element symbolizes humanism and evokes the concepts of self-expression and industriousness.[4] The hands forming a circular shape create a universal symbol of partnership and cooperation, while the warm color palette evokes a sense of positivism and compassion.[6]
Typography and Design
The 2002 rebrand introduced a lower-case logotype for the CARE name, a deliberate departure from the earlier all-caps stamp-style lettering. The lower-case treatment was chosen to present CARE as an accessible and straightforward organization.[4] The earth-toned color palette of the new identity conveys warmth, optimism, and a grounded sensibility.[4]
In 2020, the digital agency Blue State redesigned CARE’s website and introduced a navy color into CARE’s palette for contrast and gravitas, alongside geometric patterns. These new elements were so well received that they were incorporated into CARE’s official branding materials.[7]
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