(Est. 1949) “The Commonwealth is a voluntary association of 53 independent countries. It is home to 2.2 billion citizens and over 60% of these are under the age of 30. The Commonwealth includes some of the world’s largest, smallest, richest and poorest countries, spanning five regions. Thirty-two of its members are small states, many of them island nations. Commonwealth policies are shaped by member countries, who have an equal say on decisions affecting them. Commonwealth organisations put these decisions and plans into action.
Earth Branding (London, UK)
We have recently finished a brand refresh for The Commonwealth Secretariat that has been going on for the last 8 months. It's been a case of simplifying and evolving the logo in order that it works over all media without losing the considerable equity tied within it. The introduction of a 23.5-degree tilt (angle of Earth's axis) to the globe is maybe the largest update to the logo along with the removal of the word 'Secretariat' from the name. The angle has been used as a key element throughout the design and rollout of templates for collateral across the brand.
Images (opinion after)
A simple, straightforward evolution that doesn't offend or excite. For an organization of this nature, this seems like a best case scenario of what a redesign would look like. I appreciated the explanation on the axis; smart.