Reportage shots and portrait photography play a key part in the new branding, emphasising a connection between different human rights battles around the world. Many of these images are closely-cropped shots of eyes, which are processed with a halftone dot technique. According to the team, this is done to achieve a “simple but effective device which holds the viewer’s gaze”. Throughout the branding, the organisation’s strapline “See it, Film it, Change it” can be found alongside the Witness logomark. Both have been set in Akzidenz Grotesk Medium, chosen for its “striking” and “dynamic” qualities. Alongside this, a “more optimistic” colour palette has also been developed, expanding on the organisation’s usual orange and black.
Pentagram’s Harry Pearce designs new identity for international human rights organisation
