The Commonwealth is a global association of fifty-three independent sovereign states. Last modified in 1976, The Commonwealth brand had become fragmented with no common design principles and more than 10 versions of the logo in circulation. My role at Earth Branding was to support the Strategic Director and lead a small design team in a global brand refresh, unifying the organisation under ‘one voice’.
The new logo addresses the production issues associated with a complex marque whilst turning the globe at a 23.5 degree angle, the same angle of the Earth’s axis. This angle features as a central device throughout the application of the new brand.