July 9, 2004 Feature
Study
in Switzerland: Utah State University Students Visit International
Red Cross Headquarters — Receive First-of-its-Kind, Personalized
Presentation
 Graphically,
the red cross is, perhaps, the most recognizable symbol in the
world. The image immediately communicates messages of hope,
peace, help or relief. In the world of graphic design, the red
cross is the touchstone, the ideal goal.
In a rare opportunity, students from Utah State University
met with officials of the International Committee of the Red
Cross (ICRC) in Geneva, Switzerland, this summer. The group
of 24 students was participating in the art department's annual
Utah State University Summer Design Program in Switzerland,
a program headed by faculty member Robert Winward.
 Winward
is always on the lookout for unique educational experiences
for the group participating in Utah State's Summer Design Program
in Switzerland, now in its third year. The program is loaded
with hands-on experience, intense study, travel and contact
with industry insiders and corporate executives.
"So often the power of graphic symbols or logos is related
to commercial business marketing," said Winward. "I
wanted students to see and understand how much power a graphic
symbol can have as a humanitarian tool."
"I contacted the ICRC public relations office at its international
headquarters in Geneva and asked if they would be willing to
meet with my students and discuss the usage, function and issues
related to the emblems of the Red Cross," Winward said.
"They were delighted to accommodate my request, because,
although as a PR office it does presentations for many groups,
oddly, it has never been asked to do a presentation about its
symbols to graphic design students. As we know, the red cross
symbol is key to the success of its mission."
 Once
the meeting was arranged, Winward and the students traveled
to Geneva and were introduced to the Red Cross through a film
that provided an overview of its mission and role. Following
the film, Ian Piper, ICRC senior media relations officer, discussed
two important uses of the Red Cross emblem.
The cross used by the organization is a Greek cross, with four
arms of equal length.
It is an emblem for protective use, Piper told the Utah State
group.
"In times of conflict, it constitutes the visible sign
of protection conferred by the Geneva Conventions," he
said. "It is meant to show combatants that people, including
National Society volunteers, medical personnel and ICRC delegates,
as well as medical units and means of transport, are protected
by the Geneva Conventions and additional protocols."
 The
red cross is also a symbol of indicative use, usually during
peacetime, he continued. Much like a logo, the red cross is
used to show that a person or object is linked to the International
Red Cross and Red Crescent movement. It then also becomes an
invaluable symbol for development purposes.
"Ian also discussed many of the issues related to political,
religious, historical and cultural biases related to symbols,"
Winward said. "As an example he cited Israel's unwillingness
to use the Red Cross — the most common recognized symbol
— nor the Red Crescent — used in Islamic cultures.
Israel would like to use its own symbol."
If Israel uses an independent symbol, where does it stop, Piper
asked the student group. Soon the Red Cross has a fractured
identity. The organization is now discussing the possibility
of creating an entirely new culturally, historically and politically
neutral symbol.
According to the Red Cross Web site, although the red cross
is not a religious symbol, some societies view it as such. The
symbol of the red crescent is used instead of the red cross
in societies in most Islamic countries; and the Magen David
Adom, or Red Shield of David, is used in Israel.
Piper rhetorically asked the students to consider how they
might design this new politically neutral symbol.
"It must be complex enough to be distinct, yet simple
enough that a child soldier can scratch it in the dirt as a
location for a medical helicopter to land," Piper said.
Next to speak to the students was Irene Schmid, deputy head
of operations for western Africa. Schmid discussed the practical
functions of a new symbol and managing its perceptions in hostile
environments.
 "Its
message must be so simple and standard that it can be easily
communicated to a Liberian child soldier," she said. "It
must communicate that we are humanitarian, neutral, voluntary,
independent and independently funded, as well as confidential."
Schmid also told the students the symbol's success has led
to difficulty managing and protecting its use. She used as an
example an incident where Liberian militants stole a Red Cross
flag, attached it to a helicopter and were then able to enter
a battle zone without resistance.
Now, the ICRC carefully inventories every decal, flag and magnet
with the symbol on it.
Following the presentations, the Utah State group received
a personally escorted tour of the International Red Cross and
Red Crescent Museum.
 "The
Utah State students were fortunate to have this experience,
especially with individuals like Ian and Irene, who work at
highest levels for the International Red Cross," Winward
said. "This was a rich educational experience, and it was
just one of many experiential research experiences students
participated in during their month-long stay in Switzerland.
It is a good example of the powerful learning experiences stands
can receive in an immersion study abroad program."
Contact: Robert Winward (435) 797-1394, winwardr@hass.usu.edu
Writer: Patrick Williams (435) 797-1354, patrick.williams@usu.edu
Photos: Robert Winward and Cassie Klingler
utah state today/archives/April
2004/archives
prior to Sept 2002/
Brought
to you by Utah State University Public Relations and Marketing |