IJFAE: INTERNATIONAL JOURNAL OF FIRST AID EDUCATION
January – April 2017
I was approached by my employers at the Canadian Red Cross and asked to create a brand & materials for an all new project in coordination with the British and American Red Cross Societies. Initially created by Don Marentette, Director of First Aid Programs at the CRC, the International Journal of First Aid Education (IJFAE) is the first of its kind, with 100% of its content dedicated to First Aid education. Along with Mr. Marentette, the journal is also directed by Dr. Jeffrey Pellegrino of Kentucky State University, who also offered to host the publication on the University's Digital Commons platform.
Brand & Identity
There are two integral points to the identity of IJFAE; that it remains a completely original entity separate from any Red Cross Societies, and that it consistently embodies the principles outlined in the Utstein formula for survival (described below).
In addition to those elements, I was given 8 keywords on which to base the brand:
Using these as a starting point, I brainstormed possible brand components. I sketched out possible logo designs, basing most of my ideas on the circular appearance of the Chain of Survival (COS) diagram. At first I based my sketches on the chain itself, in order to bring attention to the process of survival that the journal brings forward. Eventually, I began to focus on the formula itself, and the chain as individual steps within it. While still using a circular base, I incorporated the “links” of the chain into a sort of collage – bringing attention to the idea as a whole but in a much more subtle way. This was the pathway to the final logo – all of the steps overlayed across each other into a singular shape. Along with the COS, the shape also emphasizes the connectivity between those who write the journal, those who read it, and those who implement the helping behaviours encouraged within IJFAE.
I tried out a number of serif typefaces to use, but I felt that they all made the journal look too academic and tedious. So, while sticking to a tasteful serif for the body, I experimented with a variety of sans serifs, eventually sticking with Asap. I felt that its bold, yet friendly appearance made the journal look more modern and approachable. For the majority of the branding process, the main colour for IJFAE was dark green, as per the request that the identity be completely separate from that of the Red Cross. Eventually, however, it was decided to go with red in order to convey a sense of action and urgency.
Chain of Survival Behaviours
In addition to the journal itself, I also designed a new, fresh Chain of Survival diagram to be used within the journal, further cementing its unique identity apart from the Red Cross. Here, you can see how integral the COS is to the core of IJFAE.The idea for the journal came about from the Utstein formula for survival, which is illustrated by the Chain of Survival Behaviours; the key to IJFAE. The journal aims to follow the formula’s combination of medical science, education efficiency and local implementation; expressing the idea is that in order to survive, all of the components to Utstein’s formula are necessary.
Although the journal is not yet accepting submissions, it is expected to draw research from Red Cross and Red Crescent Societies worldwide. The IJFAE will publish both scholarly and field based works with the goal of advancing the knowledge and practices of first aid educators and curriculum designers; works may also support organizations and governments in identifying networks and best practices to inform laws and measurements around first aid. Articles can focus on one or more aspects of the Chain of Survival Behaviours: Planning & Preparing; Early Recognition; First Aid Skills/ Accessing Advance Care; or Long term care/ Rehabilitation by non-professionals. IJFAE is inclusive of non-certified, lay certified, and professional responders, allowing for a diverse range of content.
IJFAE aims to distribute evidence-based research findings and updates on the latest and best use of educational technologies, modalities, and outcomes measurements, while at the same time challenging current practices and articulating innovative changes. It seeks to inspire researchers and network professionals with the object of increasing helping behaviours for volunteer and professional rescuers.
I designed the cover and web page to be modern and minimal, yet still reminiscent of a classic academic experience. The cover will be the same for each issue, with only the title changing; I used the bare minimum – just the title, issue number, and main image in order to keep the identity of the journal strong issue to issue.