International organizations are finally starting to pay attention to the power of branding and visual identity. The latest example is the rebrand of one of the UN's biggest agencies, the now centenarian ILO.
The idea of a three-way partnership - between workers, employers and governments who work together to “drive progress towards a brighter future of work" - is beautifully developed into a visual identity that uses a triangle as its main conductor.
From the visual identity perspective, nothing remained untouched from redrawing the logo, to adding new fonts and tweaking the colour palette - and of course, adding the triangles as the new graphic elements. It is a very impressive campaign that took over a year-and-a-half to complete.
Two departments led the project: Communications together with Design and Publications Production, while other departments were highly involved at specific stages and deliverables of the project. The initial development was done by an external agency, but implementation and roll out to different applications was done mostly internally.
From the design perspective, it seems that the big compromise of this approach is to develop the 'triangle' idea into a visual narrative while allowing flexibility to produce tons of collaterals through multiple channels. The clever work done in its publications templates shows that such compromise is feasible.
A UNDesigners meet-up with the ILO Branding team is in the making to further explain the process. Stay tuned for future dates!