|TOP|International development British charity group Christian Aid is launching a new logo, based on the charity's iconic red collection envelope. It is designed to make the charity "instantly recognisable and to attract new supporters."

Created by Michael Johnson of Johnson Banks creative agency, creators of Shelter and the UK’s EU presidency logo, the new look capitalises on the image of the red envelope used to collect money during Christian Aid Week, the biggest fundraising week in the UK which last year raised £14.8 million. In this way, the charity is focusing its brand on its key fundraising tool.

With the logo designed to be flexible enough for use on the internet, TV, print and advertising, Christian Aid's supporter magazine, Christian Aid News, will be the first publication to try the new logo.

|AD|Other publications will follow over the coming year, with the aim of having most publications featuring the new logo by Christian Aid Week in May 2006.

The logo's energetic design is intended to reflect Christian Aid's "uncompromising, challenging attitude and determination to push for change."

Kate Phillips, external relations director for Christian Aid, explained the need for change. "We are one of the UK and Ireland's longest established and best-loved charities.

"But we recognise we must move with the times and reach people with our messages – our refusal to settle for an unjust world and our determination to challenge the causes of poverty. Our more contemporary logo will challenge people to join us in our work."

Christian Aid also continued its relief operations in Africa by recently launching an emergency appeal for East Africa where the United Nations reports that 11 million people are at risk of starvation in Kenya, Somalia, Ethiopia, Tanzania and Djibouti.