One CGIAR – Building a Unified Global Brand System
Winner
Excellent Brands
Non-Governmental Organizations and Public Affairs
Details
CGIAR translates agricultural research into tangible solutions for food security, climate adaptation, and biodiversity. As a system brand, CGIAR connects 13 research centres and twelve Scientific Programs under a clearly led master brand. A strengthened logo, defined colour architecture, global typefaces, and a modular sub-brand and pattern system create visibility, differentiation, and scalability. The result is a coherent brand foundation that makes complexity understandable and global impact clearly communicable.
The Jury‘s Statement
Where research is organised in global networks, brand management quickly becomes a matter of creating order. Merkle Switzerland therefore turns CGIAR from an evolved variety of individual presences into a clearly managed system brand. The refined master brand, a modular sub brand system and globally applicable design standards provide programmes and partnerships with a shared framework without sacrificing subject specific differentiation. This creates orientation in an environment where legitimacy, collaboration and impact must be communicated with precision.
