When you have global impact, and 130 offices all over the world, maintaining a brand can get out of control.
The Adventist Development and Relief Agency needed a new set of guidelines to remedy and control the numerous amounts of brand discrepancies being executed internationally.
The refresh aimed to create unity in all communications created to further brand recognition, which is increasingly difficult in emergency situations when different countries are using varying shades of the brand colour, fonts and even logo lock-ups.
the universal agency
Globally, there was already familiarity and love for the Brandmark, so there was no need to change. However, the type received a little more care to create harmony with the symbol, and to make more contemporary and approachable.
Then, the hunt for a universal green resulted in a darker sea green for it’s symbolism, but also for it’s ability to be easily printed on printers globally.
a modular brand that adapts to who's playing designer.
Working with the designers in the international office in America, the end saw a holistic brand book covering all aspects of the visual identity, with guidelines that are easy to follow, understand, and replicate by non-designers; but still flexible and dynamic enough for designers to have fun with.
The restriction within the brief was creating a system that a large variety of people who would be creating external communications could follow. The modular layout is not a new concept, however, by allowing colour and symbols (based on Creation) helps create a unique, stand-out brand. The rule to rule them all, is that the final rectangle of the grid in the layout is always to be the ADRA Sea Green, with the logo within, to show that after ADRA is all you need.
