Diakonie makes an important contribution to society through its work, values and mindset, and aims to embrace its evangelical identity with ideological diversity. As an organisation, Diakonie focuses specifically on people, their needs, and abilities.
Brand profile and visual identity
We have been an advisor and partner to Diakonie for many years now, supporting it in its process of rethinking and further development. This work is based on an enhanced corporate design, which translates Diakonie’s mindset into a strong, emotional and streamlined visual language. The main purpose of the corporate design is to give the many users a visual identity to work with that is both easy and versatile to use – with plenty of freedom for creativity. It ensures that Diakonie can share the same powerful, consistent look throughout its many different affiliated, yet independent facilities and associations.
Reinventing the brand identity meant helping Diakonie find a new visual direction – along with imagery that truly appeals to everyone. It should be straightforward yet dignified, precise yet playful, and – most importantly – emotionally appealing.
The main corporate design element is a series of Illustrations designed by illustrator Francesco Ciccolella, a distinctive, clearly recognizable part of the organisation’s imagery. They also provide guidance. These striking, attention-getting visuals express difficult topics in a hopeful, vibrant way without relying on clichés. Illustrations give Diakonie even more ways of communicating, whether in print or digital media, on websites and in social media.
Diakonie Deutschland is the social welfare organisation of Germany’s Protestant church. Its 17 independently operating charities are supported by over 1 million full- and part time employees as well as volunteers. This influential charity organisation serves around 10 million people. Their work covers a wide range of areas, including elder care, meeting centres, services for families and the disabled, kindergartens, crisis lines and assistance for those affected by addiction, migration and debt.