Asian Development Bank Visual Identity System

The Asian Development Bank, headquartered in Manila, is one of the world's largest development finance institutions. Active throughout Asia and the Pacific, ADB invests in infrastructure, health care, and public administration, and helps nations manage their natural resources.

A highly complex organization, spread across a large part of the world, ADB needed a strong, unified brand presence that allowed it to speak with one voice, without, initially, changing the existing logo.

ADB engaged RDA to redesign the brand's visual DNA to fit the evolving media and cultural environment. We completed a comprehensive new branding philosophy and visual identity standards.

The core text of the new branding philosophy, the Visual Identity Standards Toolkit, includes a brand inspiration book which outlines the imagery, language and thoughts essential to communicating a unified brand.

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Inclusive Growth Campaign