Gold star
We've had a terrific long-term relationship with the Council on Competitiveness, a non-partisan think-tank in Washington, D.C. They recently agreed to a strategic identity overhaul, so we set out to give them a highly legible graphic system that builds on their existing assets. We retained the gold star that they've used for years, but placed it in a new context, with more weight and impact. Times New Roman is out — Akzidenz Grotesk is in. We recommended integrating "Compete" into the identity as a one-word mission statement and a critical call-to-action for its audiences. We're now systematizing the identity program across a complete range of publications, signage, stationery and website. A totally redesigned Compete.org will launch in December 2007.
