Green Climate Fund Logo Recommendation of the Logo Selection Panel
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1 Green Climate Fund Logo Recommendation of the Logo Selection Panel Decision B.BM-2014/04 18 August 2014 Decision adopted between meetings
2 Page b Recommended action by the Board It is recommended that the Board: (a) (b) Takes note of the information presented in document B.BM-2014/04 Green Climate Fund Logo Recommendation of the Logo Selection Panel; Adopts the decision presented in the Annex to this document.
3 Page 1 Green Climate Fund Logo Recommendation of the Logo Selection Panel I. Introduction 1. At its June 2013 meeting, the Board constituted the Logo Selection Panel, comprising: (a) (b) (c) (d) (e) Four members/alternate members of the Board: Mr. Adam Kirchknopf (Hungary), Mr. Farrukh I. Khan (Pakistan), Ms. Ludovica Soderini (Italy), Mr. Kwang-Yeol Yoo (Republic of Korea); Mr. Pratim Roy (Keystone Foundation), a representative of civil society; Mr. Miles Austin (Climate Markets and Investment Association CMIA), a representative of the private sector; Mr. Wontaik (Tony) Kim, a well-known brand designer; 1 and Ms. Héla Cheikhrouhou, the Executive Director. 2. At its February 2014 meeting, the Board reviewed the proposed logo for the Fund. The Board requested the Secretariat to coordinate the re-design of the colour and shape of the proposed logo with the professional designer contracted to design the logo of the Fund (decision B.06/14). The Logo Selection Panel was also requested, upon agreement on the revised design, to forward the logo to the Board for approval. 3. The purpose of this document is to present the modified logo, as agreed upon by the Panel, and a draft decision to the Board so that it can approve the logo of the Fund. II. Logo revision process 4. Following the February 2014 Board meeting decision requesting revision of the logo, the Logo Selection Panel Chair, Mr. Farrukh Khan, consulted with the designer, Margot Perman, founder and partner of RDA/Real Design Associates ( and the Secretariat s communications specialist to decide upon the approach to modifying the existing logo design, including at minimum variations of color, based upon consensus during the February Board meeting discussions. 5. Under the guidance of the Panel Chair and with support from the Secretariat, the logo designer explored agreed-upon variations of the selected logo, including color development, variations on existing form and typography. When agreement was reached that the modified color logo variations had successfully addressed all concerns, the designer developed a design presentation on the logo/identity that clearly shows the rationale and design process behind the logo modifications. Two variations of the logo were developed, one with all green tones and one with green and blue tones. 6. The May 2014 Board meeting also offered some limited opportunities to consult among the Panel and with some Board members on the logo s revision and the variations presented by the designer. 1 Mr. Kim replaced Ms. Vesna Brekalo, who withdrew from the Panel in August 2013 for personal reasons.
4 Page 2 7. Based on these additional inputs and the rationale behind the logo design, 2 the Panel, its Chair 3 and the Secretariat believe that the revised blue and green logo mark successfully presents the essential brand qualities of the Fund; and dynamically presents the Fund s image as a forward-looking, sustainability-driven, innovative and multi-faceted institution which will contribute to a global climate solution. III. Logo s role in communicating the Green Climate Fund brand 8. Differentiation: The logo is a departure from other logos in the climate finance and United Nations development fields. It clearly differentiates and distinguished the Fund visually from other international organizations engaged in climate finance or sustainable development work. 9. Brand image: The modern logo design conveys a positive image of a client-oriented organization, as opposed to a bureaucratic institution. Logos of organizations engaged in climate finance, the environmental field and clean technology often include green and blue hues. The logo s icosahedric globe reflects innovative approaches in climate modeling. 10. Game changer : The logo mark signals a new perspective on climate. It moves beyond the latitude/longitude-globe logos, which have come to strongly connote air travel and global transport activities whose growth contributes to global warming. And while the traditional rendering divides the globe into north and south, eastern and western hemispheres, the Fund s new logo s depicts the earth and climate as one. The logo breaks with that traditional imagery and in doing so indicates the game-changing nature of the Fund. IV. Logo design modifications 11. Modifications made to the logo design include typography, shape/form and color palette. Specifically, the design has been modified in the following ways: (a) (b) The size relation of the globe/typeface has been made more equal in size and a new more angular font echoes the globe s angles; The light source has been moved from the center of the globe to the size, creating more volume and echoing the earth s rotation around the sun; (c) Yellow color tones have been removed, adding blues and darker greens The black and white logo version has also been refined; it has been color-tested and reproduces well. 13. The logo designer advises that the final identity package should include black/white versions to support the Panel-approved color version of the logo. This is standard practice, for simple design formats, lower cost print runs or for use in small-scale applications (e.g., on a pen or pencil). 14. The logo designer and the Secretariat s communications team also advise that, as soon as the logo is approved by the Board, it should be trademarked to protect its authorized usage and the Fund s visual brand image. 2 Please see updated Rationale in attached Presentation Logo/Identity Modifications for Green Climate Fund (p.2). 3 In May 2014, Board member Mr. Adam Kirchknopf took over the duties of the Panel Chair, when Mr. Farrukh Khan stepped down for professional reasons. 4 For further details on the logo s modifications, please refer to the Presentation ( p.4).
5 Page Logo usage guidelines should also be developed without delay to ensure the logo s consistent application across various communication/media platforms. V. Recommendation 16. The Logo Selection Panel recommends that the Board adopt the revised logo design as the logo of the Fund. 17. The Panel also recommends that the Board instruct the Secretariat to trademark the approved logo design and move forward with creating the Fund s visual identity.
6 Page 4 Annex I: Decision of the Board The Board, having reviewed document B.BM-2014/04 Green Climate Fund Logo Recommendation of the Logo Selection Panel: (a) Decides to accept the recommendation of the Logo Selection Panel and adopt the chosen design as the Fund s logo; (b) Notes that the use of the logo, and the related visual identity of the Fund, should be clear and consistent in order to ensure visibility for the Fund s actions; (c) Requests the Secretariat to develop visual identity guidelines for the Fund together with the designer; (d) Requests the Secretariat to trademark the logo design in order to protect its authorized usage and safeguard the Fund s visual brand image; (e) Requests the Secretariat to announce and implement the new logo and visual identity across all of the Fund s online and offline publications as soon as the visual identity guidelines are in place, and to communicate this appropriately to partners, stakeholders, and media accordingly; (f) Thanks the Logo Selection Panel and the designer for their work.
7 Page 5 Annex II: Logo Presentation The attached presentation, Modified Studies: Logo/Identity Modifications for Green Climate Fund, outlines the development of the modified logo. MODIFIED STUDIES LOGO/IDENTITY MODIFICATIONS FOR Please note that this presentation is proprietary and should not be re-distributed or reproduced. MARGOT PERMAN Real Design Associates(RDA) May 14, 2014 CONFIDENTIAL The information contained herein may not be used, copied, duplicated or otherwise distributed without prior written approval from RDA Real Design Associates, Inc.
8 Page 6 RATIONALE (UPDATED) A NEW KIND OF GLOBE, A NEW KIND OF The mark depicts a globe in terms of green climate: rather than dividing the earth into continents and oceans, countries and topography, it unifies its image as one precious green sphere. The mark conveys a new perspective on low-emission, climate-resilient global development; one that gives hope and takes care of sustaining life on this planet. The Green Climate Fund has a number of essential qualities that can be expressed in a simple brand statement and visualized in a logo mark: a new global, sustainabilitydriven, innovative, multi-faceted organization working for a green climate. green: the mark is made up of a palette of lively, radiant greens. multilateral: the multiple green facets visualize the many aspects of green climate finance strategies, activities and solutions, the many stakeholders who contribute to the Fund s mission, and the co-benefits of multilateral green climate cooperation. innovative: the mark is associated with current developments in climate modeling: as in the logo the earth is represented in an icosahedral model, using triangles, rather than the traditional latitude-longitude mesh (seen in the UN, World Bank, United Airlines and numerous other logos). This amounts to a bold visualization of Green Climate Fund s distinction within the UN system:a new kind of globe tied to innovative climate science. sustainable: the mark also evokes the architectural look of diagrid consruction that has become an essential image of sustainability and energy efficiency. global: the spherical shape indicates the indivisible oneness of our world and its climate.
9 Page 7 Green Climate Fund Logo Modified Presentation 16 May 2014 PREVIOUS LOGO AS PRESENTED IN JANUARY
10 Page 8 Green Climate Fund Logo Modified Presentation 16 May 2014 MODIFICATIONS: Color: removed yellow tones, added blues and darker greens Shape/Form: light source has been moved from center to the side, creating more volume, light and shadows (this echoes the earth s rotation around the sun). Overall shape is more cohesive and less stress on individual shapes. Logo/Typography: size relation of globe/type is more equal in size so the emphasis is less on the globe and more on the icon/name as a whole. We chose a more angular font, Verlag, which echoes the globe s angles.
11 Page 9 Green Climate Fund Logo Modified Presentation 16 May 2014 Full-color version for digital media and high-end print 1-color version for most basic use and black& white duplication COLOR AND BLACK & WHITE VERSION
12 Page 10 Green Climate Fund Logo Modified Presentation 16 May 2014 invites you to attend the 7th Meeting of the Board of Directors May 18 22, 2014 Songdo Korea INSPIRATION: The example shows a meeting invitation using the new logo/identity. This illustrates the flexibility of the logo series
13 Page 11 Annex III: Logo File To view a high-resolution color image of the revised Green Climate Fund logo, please refer to the attached jpeg file. Please note that this file should not be re-distributed or reproduced prior to Board approval of the logo. Any future reproduction of the Green Climate Fund logo should also follow logo usage guidelines.
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