BRAND IDENTITY DESIGN: REBRAND FOR
Abt Global
This project was part of a larger initiative to reintroduce Abt Associates as Abt Global, reflecting the organization’s evolution and broader impact. I was part of the creative team that brought the new identity to life. The goal was to evolve a well-known, trusted brand into something bolder and more global—while keeping it familiar and true to it's roots.
Our goal was to create a modernized logo that honored the legacy of the existing mark. We had a few designers on our team contribute concepts, with the intention to retain key brand attributes—the signature red and the rounded square. We then invited company-wide feedback to determine the final direction.
Logo Exploration + Design Process
Bringing the Brand to Life: Conference Experience
One of my favorite parts of this project was translating the new identity into a full conference presence. We used a signature graphic element—nicknamed the “GeoZoom”—as a bold, large-scale brand feature across all materials.
Our team designed everything from backdrops and pull-up banners to brochures, tote bags, and signage. This was where the brand truly came alive, creating a cohesive and memorable experience for attendees.
Website Rebrand
Finally, we partnered with our web development vendor to reimagine the Abt Global website. I helped produce brand elements, refine layouts for interior pages, and ensure the digital experience reflected the new brand identity. The result was a cohesive, user-friendly site that seamlessly connected the brand’s visual system with its mission-driven story.
Social Media Teaser Series
Logo Before
The first set of graphics kicked off with a teaser campaign announcing the transformation. The initial post showed the original Abt Associates logo in transition—its elements falling away to suggest change and anticipation.
Social Media Teaser Series
Logo After
The second post completed the reveal, introducing the new Abt Global logo. This visual evolution symbolized a stronger presence in the marketplace and a nod to the multidimensional, intersectionality of the company's capabilities and industries, all while maintaining a connection to the company’s already recognizable identity.
Logo Versions
Logo Versions
The final logo had three versions to give the brand flexibility across different applications:
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Full-color logo: The primary more often used version used across digital and print media.
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Brandmark: A simplified version for smaller spaces like social media or one-color applications like t-shirts.
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Wordmark: Used primarily for signage.
Building the Brand System
I collaborated with my team to define the typography system, iconography, color palette, and visual direction for web, email, print, and event materials.
We intentionally designed the system to flex between two tones:
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A professional, authoritative tone for conferences and reports, featuring the primary color palette and strong photography.
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A friendly, approachable tone for digital and social platforms, where we could expand the color range and add more playful visual moments.
