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LogoLounge 6 by Bill Gardner, Catharine Fishel

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Job:08-20331/20788/21373 Title:RP-Logo Lounge 6
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LogoLounge 6
(Text)
Design Firm
Landor
The Public-Private Partnership for Handwashing with Soap
Identity Design
Client
Project
Landor’s identity design for Global Handwashing Day (GHD) is a study
in contrasts. The design was meant to inspire the humblest of human
actions—washing one’s hands with soap and water—but it had to spread
that notion worldwide. Its goal was to save thousands of lives, but it was
aimed squarely at the smallest among us, the young child.
The design firm had become involved in the project through its connec-
tion to client Procter & Gamble. P&G is a partner with the World Bank, the
Water and Sanitation Program, UNICEF, USAID, the Centers for Disease
Control and Prevention, and Unilever in the Public-Private Partnership for
Handwashing with Soap (PPPHW), an organization with a simple goal: to
dramatically reduce deaths around the world due to disease caused by
poor or inadequate hygiene. The group had many directions it could pursue
to achieve this goal—point-of-use water treatment, sanitation, and hygiene
education, for example—but the effort that would yield the greatest degree
of benefit most efficiently and cost-effectively was handwashing with soap.
P&G, a leader in advocating the power of design, reached out to Landor
as a strategic partner. Landor’s global reach and long-term history taking
insight and transforming it into design that connects with P&G consumers
around the world made them the partner of choice.
“Part of the problem is that in some developing countries, people don’t
understand that soap is a necessary part of handwashing. Our job was
to cause a change that would transform handwashing with soap from
an abstract idea into an automatic behavior,” says Adam Waugh, senior
designer in Landor’s Cincinnati office.
That critical change would yield astounding results. “Thousands of kids can
be saved per day just by washing with soap,” says Gerhard Koenderink,
executive creative director, also in the Cincinnati office. Diarrheal diseases
and pneumonia kill almost two million children each year, making them
the second leading killers of children worldwide, according to the World
Health Organization.
Global Handwashing Day is a worldwide initiative aimed to reduce
disease and death by turning effective handwashing into an auto-
matic behavior for all people. Its identity was created by Landor
Associates.
Our job was to cause a change that would
transform handwashing with soap from an
abstract idea into an automatic behavior.
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Job:08-20331/20788/21373 Title:RP-Logo Lounge 6
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Top: The logo for Global Hand-
washing Day started with a
wide variety of trials submitted
from Landor offices in Sydney,
London, Hong Kong, Dubai,
and Mexico City. The Landor
team leaders were looking
for ideas that unmistakably
communicated handwashing
with soap at first glance. The
communication tone needed
to be warm, educational, direct,
and simple.
This is the first page of
sketches from the various
offices. The seed of the final
solution can be seen on the
far left of the page.
Center: A second page of
design trials from various
Landor offices
Bottom: A third page of
experiments
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Job:08-20331/20788/21373 Title:RP-Logo Lounge 6
#175 Dtp:223 Page:51
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