Carnegie Endowment for
International Peace
A new identity helps a global
think-tank advance its vision.
Design firm: Levine and Associates
“Carnegie Endowment for International Peace
[CEIP] came to Levine and Associates for a complete
overhaul of their graphic identity,” says Levine
and Associates president John Vance. “[Its] goal was
to make a visual statement reflecting a new vision of
a global think-tank.”
In addition to an updated style, the organization
wanted to redefine its core brand attributes and
convey it has five regional centers operating around
the world—something that differentiated CEIP from
strictly U.S.-based groups.
Mission firmly in hand, Levine and Associates
explored two approaches before settling on the one
shown at right. “We wanted to ensure the design felt
smart and sophisticated—more than a folder, a true
portfolio kit,” explains Vance. “To that end, we used
a modular format that clearly displayed the different
regional centers. The deep pockets control what is
revealed to balance the composition and emphasize
the titles. Five color blocks reflect the five regional
centers and create balanced accent notes against the
rich-blue base color and softer neutral elements.”
One of the biggest challenges designers faced
was ensuring that the project complemented the
seriousness of the topic without overwhelming the
content or diminishing the organization’s credibility
in any way.
Keeping in mind the need to avoid anything too
elaborate, the team did employ some special, subtle
finishes and techniques to help ensure the new identity
truly pops. “The satin varnish gives the texture a
dull sheen that works very well with the subtle glow
of the rich color gradient,” notes Vance. “The unique
diecutting with reverse-stepped slots and businesscard
notches adds a smart, functional feel, along with
a bit of flair in the details.”
Levine and Associates
Art director: Lena Markley
Client: Carnegie Endowment for International Peace
Contact: www.levinedc.com
