To create an independent and accessible publication to inspire the learning, teaching, and performance of first aid knowledge, skills, and behaviour.
The International Journal of First Aid Education was created in coordination with the British and American Red Cross Societies. Initially brought to life by Don Marentette, Director of First Aid Programs at the CRC, IJFAE is the first independent journal 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.
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 and the Chain of Survival Behaviours.
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. To further cement its unique identity, a fresh Chain of Survival diagram was required to be used within the journal. Here, it's clear how integral the Chain of Survival is to the core of 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.
Using these 7 key words as a starting point, we brainstormed possible brand components. Most of the initial logo designs were based on the circular appearance of the Chain of Survival (COS) diagram. At first they focused mainly on the chain itself in order to bring attention to the process of survival that the journal brings forward. Eventually, the spotlight shifted onto the formula itself, and the chain as individual steps within it.
While still using a circular base, the “links” of the chain were incorporated 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 overlaid across each other into a singular shape. Along with the Chain of Survival, 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.
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.
In keeping with the scholastic nature of the journal, a number of serif typefaces were put to use, but it was agreed that they all made the journal look too academic and tedious. So, while sticking to a tasteful serif for the body, we experimented with a variety of sans serifs, eventually sticking with Asap; its bold, yet friendly appearance made the journal look more modern and approachable.
The journal is now accepting submissions for its second issue and 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.
The cover and web page were designed to be modern and minimal, yet still reminiscent of a classic academic experience. Visual elements were kept to a minimum — just the title, issue number, and main image in order to keep the identity of the journal strong issue to issue.