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UNLOCKING THE
ESSENTIAL TRUTH
FULFILLING A
BRAND PROMISE

THE GLOBAL FUND
REBRAND

LEARN MORE

BRAND TRANSFORMATION

EFFECTIVE POSITIONING
THROUGH DESIGN SYSTEMS

Union worked seamlessly with Fathom + Hatch bringing clarity and definition to the Global Fund’s brand system, by translating the strategic thinking through to an impactful design concept. We audited, analyzed and redefined the brand and the entirety of all of the visual touchpoints. 

The overall brand system was extremely comprehensive covering digital platforms, publications, communications materials, grant management documentation to static and moving visuals including video and photography to environments and interior space.

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IDENTITY AND INTERIOR AUDIT

AN OBJECTIVE ASSESSMENT

The preliminary phase of the project was an exhaustive analysis of all aspects of The Global Fund's communications materials. Each item was evaluated against the newly formalized brand positioning. The exercise revealed significant issues as well as several opportunities for harmonizing with the new positioning. 

In the resulting report, Union made granular recommendations that would inform the comprehensive redesign of all internal and external communications materials.

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A Comprehensive Review of All Aspects of Global Fund Communications
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A comprehensive Review of All Aspects of Global Fund Communications
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A comprehensive Review of All Aspects of Global Fund Communications

 

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Union Also Assessed the Global Fund's Office Space Through the Same Lens
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Union Also Assessed the Global Fund's Office Space Through the Same Lens
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Union Also Assessed the Global Fund's Office Space Through the Same Lens

RETOOLING THE LOGO

STRATEGIC EVALUATION AND INCREMENTAL IMPROVEMENT

Embracing the core brand attributes (modern, designed and high-impact), Union explored opportunities for improving scale relationships and alignment, reducing noise and making the logo more considered, consistent and decisive.

Union sought to reduce visual noise, refine the trefoil mark and shift to a more geometric typeface (which was then customized). The resulting logotype and mark hew close to the original sans the baggage. An identity refresh in the truest sense.

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Reducing extraneous elements was a driving factor in the rebrand process. The logo rework exemplifies that approach.

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Granular Analysis Clarifies Issues and Opportunities

 

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Refreshed Legacy Multi-Language Logo Bar

BRAND SYSTEM & TEMPLATES

EXPRESSING THE BRAND ETHOS

The Global Fund required a flexible and robust system of communication templates optimizing utility for a diverse user base.

Union designed a comprehensive 500+ piece template system encompassing three-tiers and twelve color schemes and ten logo language variants. In addition to the templates, Union designed a broad range of design prototypes for implementation by Global Fund communications department.

The new look was ultimately carried through Global Fund's website, video and social media communications.

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In order to ensure adoption of the new system and maximize ease of use, key templates were created in ten different language variants.

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Presentation, Report and Business Document Templates
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Presentation, Report and Business Document Templates

 

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Tiered and Color-Coded Template Covers
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Tiered and Color-Coded Template Covers
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Tiered and Color-Coded Template Covers

 

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Various Brochure Design Prototypes

 

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New Brand Principles Applied to Website
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New Brand Principles Applied to Website
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New Brand Principles Applied to Website

ICON SYSTEM

DISTILLING KEY CONCEPTS

A distinct and expandable icon system tailored to the new brand was one of The Global Fund's core requirements. Given its worldwide audience, non-verbal communication tools are integral for conveying complex concepts.

After extensive exploration of concept representation, the ultimate formal strategy was based on the Fibonacci grid — this was key in ensuring formal consistency as new icons get added.

Having been applied across nearly all platforms, the icons have become an essential component of Global Fund communications.

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Modular, expandable and legible, the icon system is a reflection of the brand philosophy. A kinetic kit of parts allows for simple expression of complex concepts.

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The Fibonacci Grid Ensures Formal Consistency

 

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BRAND GUIDELINES

CODIFYING A NEW VISION

A distinct and expandable icon system tailored to the new brand was one of The Global Fund's core requirements. Given its worldwide audience, non-verbal communication tools are key.

After extensive exploration of concept representation, the ultimate formal strategy was based on the Fibonacci grid — this was key in ensuring formal consistency as new icons get added. Having been applied across nearly all platforms, the icons have become an essential component of Global Fund communications.


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Less prescriptive than instructive, the guidelines provide tools to empower users to create elevated materials.

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The Guidelines Address All Aspects of Visual Expression
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The Guidelines Address All Aspects of Visual Expression
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The Guidelines Address all Aspects of Visual Expression
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The Guidelines Address all Aspects of Visual Expression

SUB-BRANDS

EXPANDING UPON THE FOUNDATION

During execution of the core set it quickly became clear that certain departments and initiatives would require a unique yet complimentary visual expression. Union leveraged  key visual metaphors to develop a range of related and distinct mosaic schemes tying each sub-brand back to Global Fund proper. The precedents established with the initial range have informed future sub-brands.

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Replenishment Sub-Brand

 

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Innovation Hub Sub-Brand

 

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Office of The Inspector General Sub-Brand
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