The African Commission on Human and Peoples' Rights has launched it rebranded institutional logo and revamped website, signifying its commitment to enhance citizens’ engagement through improved communication, visibility and publicity activities. The new logo and revamped website were launched at the opening session of the 73rd Ordinary Session of the African Commission on Human and Peoples’ Rights on the 21st October 2022, and the 35th anniversary since the Commission was established.
The new logo which is designed in the six official languages of the African Union- English, French, Portuguese, Spanish, Arabic and Swahili, also comes with a brand and communication guideline on the use and application of the logo in all the activities of the Commission. The re-branding and re-launch of the new brand identity of the African Commission on Human and Peoples’ Rights (ACHPR) is part of the on-going work to ensure all African Union Organs and Institutions stay true to the corporate brand and are recognised as belonging to the African Union family working in service to Africa’s people.
The logo of the African Commission on The Human and Peoples’ Rights draws its inspiration from the African Union logo whose seal is similar in shape and graphical representation. Elements like the palm leaves (standing for peace), the gold circle (symbolizing Africa’s wealth and bright future) and interlocking red rings (signifying African solidarity and the blood shed for Africa’s liberation), the logo symbolically integrates the aspects of promotion and protection of human rights represented by the artwork in the seal, which also reflects the African Union as a people-centred organisation, whose development is people-driven, relying on the potential of its people.
The Creative rationale of ACHPR logo is an element of family, humanity and equal rights for the all Africans within the continent and those in the diaspora. We have three subjects that can be depicted as a form of togetherness, in the sense that we cannot achieve much if we are to act in solitude, we need more than ourselves as individuals. The flow and continuation of the raised arms amongst the individuals depict a bond that helps us achieve the humanity we all seek. It encompasses us, as a whole, irrespective of race, age or gender and depicted using the AU brand colours i.e Green, Gold and Red. The gold encircling hands reflect both the protection and promotion of human rights.
The rebranding exercise of the logo and website was undertaken by the African Union Commission, Directorate of Information and Communication as part of their mandate and also aligned to the decision of the Executive Council of the African Union, to ensure that the Brand and Communication Style Guide, and the Communication Policies and Procedures are instituted within the organization, the organs and institutions of the African Union.
The African Commission on Human and Peoples' Rights Acting Executive Secretary, Ms. Lindiwe Khumalo underscored the need for strategic communication and visibility of the Commission for a greater social impact across the continent and globally, and to drive goals, elevate conversation and increase the public awareness of the Commission’s activities. She noted, “our name has not changed, but our visual representation in terms of the logo identity has been improved to accurately reflect our mandate and the very important work we have been called upon to deliver for the continent. The website has also been revamped to upscale its functionalities in terms of the various multimedia functions that have been integrated. The new website is user-friendly and easy to navigate which is quite important for people to access information at ease and as a one-stop-shop for information related to the protection and promotion of human rights and its related facets. This exercise is an important step in our quest to educate, inform, advocate for the cause of human rights and wellbeing of the people.”
Learn more about the African Commission on Human and Peoples' Rights by visiting – https://achpr.au.int/