About the Project
RAILS came to EMD for a new logo and brand identity as it entered its next phase of growth. The brief was clear from the first line: this was not a cosmetic refresh, it was a repositioning for the next decade. The existing logo had served the organisation well, but it no longer reflected the specialist, future-ready service RAILS had become.
Discovery and Strategy
The brand needed to speak to two very different audiences at once. Clients, many with limited English and facing complex legal systems, needed to feel welcome and understand quickly that RAILS could help. Government funders, philanthropic foundations, corporate sponsors and pro bono law firms needed to see a stable, professional organisation worth backing. The brief asked for calm competence, with authority and humanity in the same mark. It also ruled out legal clichés like the scales of justice, crisis imagery, and anything that felt cold and corporate or overly grassroots.
Design and Ideation
EMD presented nine logo concepts across two directions. The first placed an abstract North Star within the A, a symbol of guidance and a fixed point in uncertain times. The second set a minimalist bird in flight above the A, representing freedom and the journeys of people seeking safety and a place to call home. RAILS chose the bird. The uppercase lettermark moves from Royal Purple to Violet, the bird is rendered in Coral, and the tagline Humanitarian Justice anchors the identity. Roboto and Arial were chosen for their legibility and multilingual accessibility, and a flowing wave motif drawn from the logo ties the system together across print and digital.
Content Creation
The project included a primary logo and brand mark, logo variations, a primary and secondary colour palette, typography system, iconography, letterhead, business cards, email signature, social media assets, merchandise guidelines and a comprehensive brand style guide.
Result and impact
The new RAILS identity launched on 1 July 2026, the start of the new financial year and a fresh chapter for the organisation. RAILS now has a brand that is authoritative enough for funders and partners, and warm and clear enough for the people it serves. The system has been built to scale, ready for future sub-brands such as an education arm, ambassador program and fundraising events.
"Erica Miller has been an absolute professional. We reached out to her early this year, to assist us with our newsletter, and then again to assist with her rebranding. She has delivered exceptional results. We would highly recommend her. Erica was engaged by RAILS (Refugee and Immigration Legal Service). This review is written in my capacity as CEO." Malathi Kanagasabapathy CEO - Refugee and Immigration Legal Service (RAILS)
