IDS is a global research and learning organisation for equitable and sustainable change with an ambitious vision for future. In what was a highly collaborative project, we worked to define a strengthened positioning for the brand that reflects the Institute’s strategic ambition and values, and captures its unique mix of research and learning.
As a brand, IDS was struggling to communicate its offer to a wider audience. In a key shift, the move to using the fullest expression of the name in the logo promotes understanding and will build recognition. The brand leads strongly with a vibrant red, supported by a limited palette. It’s a colour that has equity for IDS within its existing audiences and differentiates the brand on a busy international stage.
Overall, the new brand immediately presents as more open and outward-facing, positioning IDS as a modern, progressive and collaborative organisation – one with influence, credibility and authority.
Hannah Corbett Head of Communications and Engagement Institute of Development Studies
Evolving our brand so it reflects our values and commitment to build a more equal and sustainable world has been a highly rewarding and productive process. Design Culture expertly guided and challenged us to clearly articulate and visualise who we are, what we do and why we do it, and ultimately helped us position ourselves so we can deliver on our ambitious commitments and priorities for the next five years.