Change.org, the world’s largest petition website, sought a visual identity that would reflect the global platform. The wordmark is a modified, humanized Parachute Din. Recognized in airports and train stations around the world, Din adds journalistic clarity and professionalism while retaining human character. Change.org are in 196 countries, growing not just in the United States but also the Middle East and Asia. We erred against trendy executions like dynamic color or complex metaphors like a delta, in lieu of this universal simplicity. The “c-dot” logomark, as seen on Facebook and Twitter, is a clear and phonetic reminder of Change “dot org.” Change.org represents deliberate action, so the brand red supports the product’s strongest calls to action in buttons like “Sign this petition.”
The core identity — wordmark, palette — was a collaboration across an international stakeholder team, Change.org designers and the great folks at Instrument. The UI definition above was an independent extension of that work.