AUSTRIAN MARSHALL PLAN FOUNDATION

Identity
Guidelines

Role
Art Director
Designer

The Austrian Marshall Plan Foundation is an endowment whose aim is to transfer knowledge between the USA and Austria. The Foundation benefits and supports the co-operation between Austrian and American universities and academics; research work is thereby commissioned and cooperation encouraged.

An identity was developed to better reflect this non-profit organisation as modern, professional, and as representative of Austrian and American academics alike.

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The European Recovery Program, or ERP, was an American initiative to provide foreign aid to Western Europe after the end of World War II.

America's goal was to rebuild war-torn regions, remove trade barriers, modernize industry, improve European prosperity and, crucially, to prevent the spread of communism.

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Initiated by American State Secretary George C. Marshall in 1947, the Austrian Marshall Plan Foundation is a non-profit, non-partisan endowment extending across Austria and the US. The Foundation seeks to contribute to the enrichment of the American understanding of Europe, its peoples and the challenges it has faced in the past and continues to confront.

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The old logo wasn't executed to a standard that reflected the importance and professionalism of Marshall Plan. Together with Markus Schweiger, the executive director of the foundation, we carefully evaluated the need of the shield-like symbol, the use of both languages, and the tagline.

THE LOGO

The primary logo,
used most frequently

The secondary logo,
used in narrow spaces
or small applications

The monogram, used at
smaller scales and for
social media profiles

BRAND ASSETS

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The Austrian flag (red, white) and the
American flag (red, white, blue) lend
themselves as the sources for the
primary colour palette.

The secondary colour palette offers
a playful, less patriotic contrast.
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The Marshall Plan team usually uses stock photography or imagery sourced from archives. To achieve a cohesive look, a riso-mimicking colour overlay is applied.