When UNICEF ran a competition for a new mark to celebrate the organisation's 50th anniversary, the brief was to depict 'two children, not as recipients of aid, but as individuals with their own rights to influence and make decisions'. Playing with the 'figure-ground-effect', the mark can be read in various ways: promoting racial equality as well as equal rights for both girls and boys. It also happens to depict the globe.

Client information


Created by the United Nations General Assembly in 1946 to help children after World War II in Europe, UNICEF was first known as the United Nations International Children's Emergency Fund. In 1953, UNICEF became a permanent part of the United Nations system, its task being to help children living in poverty in developing countries. Its name was shortened to the United Nations Children's Fund, but it retained the acronym "UNICEF," by which it is known to this day.

Working with national governments, NGOs (non-governmental organisations), other United Nations agencies and private-sector partners, UNICEF protects children and their rights by providing services and supplies and by helping shape policy agendas and budgets in the best interests of children.