The UN Global Compact is an initiative to drive sustainability and good corporate citizenship, with the longer term goal of advancing all economies and societies equally around the world. For it to work, all stakeholders—governments, businesses, the UN, the general public— have to understand and believe in what the Compact can achieve. The organisation asked for our help in shaping its brand strategy and design elements for expressing it consistently.

Companies from all over the world, international labour and civil society organisations are engaged in the Global Compact. Interviews and surveys with them showed that what legitimised the Compact in their eyes was a strong UN heritage. The new visual identity we created reinterprets elements of their original graphic profile and clearly links them to the UN brand identity recognised by all.

A new visual identity has made it easier for Compact networks worldwide to share the organisation’s values in a consistent way. Every year, more companies—and Kontrapunkt is wholeheartedly one of them—embrace the Compact’s principles on human rights, labour, the environment and anti-corruption. The cumulative effect of more and more businesses joining the Compact attracts even more businesses in turn—the key to eventually attaining a more sustainable and inclusive global economy.