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The Council on Foreign Relations (CFR) has introduced a new visual identity to better connect its work with the broadening range of constituencies it seeks to reach. The new branding was designed to enhance the institution’s ability to fulfill its 87-year-old mission as an independent, nonpartisan, foreign-policy think tank, membership organization, and publisher. “The goal was to create a distinctive and attractive look that captures both our tradition and modernity and makes all content from the Council on Foreign Relations easily identifiable,” said President Richard N. Haass.
The new brand identity will span across all platforms and channels of communication, including reports, www.cfr.org, stationery, eNewletters, and the annual report. It was designed by Landor Associates, one of the world’s leading strategic brand consulting firms, and implemented by the design firm ObjectiveSubject.
“CFR’s new brand reflects the expertise and influence through a distinct visual system that strongly differentiates them from other organizations,” said Hayes Roth, Landor’s chief marketing officer and main adviser to the project.
The branding initiative is part of CFR’s broader emphasis on marketing to a wide range of audiences. “It is not enough to produce good products,” said Haass. “We have to connect our resources to the various constituencies we seek to inform.”
A modern brown signature and monogram are the main features of the new brand, complemented by an earth-toned color palette. The implementation is designed to be “green.” Stationery will be made from 100% post-consumer-waste fiber produced with renewable wind energy. Publications will be printed on paper certified to the standards of The Forest Stewardship Council, which promotes environmentally responsible and socially beneficial management of the world’s forests.
The Council on Foreign Relations is an independent, nonpartisan membership organization, think tank, and publisher dedicated to being a resource for its members, government officials, business executives, journalists, educators and students, civic and religious leaders, and other interested citizens in order to help them better understand the world and the foreign policy choices facing the United States and other countries. www.cfr.org
Landor Associates is one of the world’s leading strategic brand and design consultancies. Founded by Walter Landor in 1941, Landor pioneered many of the research, design and consulting methods that are now standard in the branding industry. Partnering with clients, Landor drives business transformation and performance by creating brands that are more innovative, progressive and dynamic than their competitors. www.landor.com
ObjectiveSubject is a New York-based design firm that specializes in identities, systems, and interactive media. It guides a wide range of clients to meet their business objectives with simple and provocative solutions. Well versed in sustainable practices, ObjectiveSubject is a nimble team of professionals with experience in graphic design, web development, and branding strategy. www.ObjectiveSubject.com