GEM, which is backed by international public and private partners, develops open source tools and resources for earthquake risk assessment worldwide.
In October 2011, Brown was brought in to work on strategy, repositioning and a rebrand.
‘Their goal is to get people involved, but they had a very cold and static brand. There are so many audiences, it’s a real tightrope,’ says Brown who adds, ‘There’s the people side, scientists, software developers, and then insurers, and ultimately governments and countries who they’re trying to get to use the data.’
Brown says, ‘We wanted to show that GEM is global – and we want it to be a standard so that all countries use it – the shockwaves show that it’s emanating around the globe, and it’s simple, iconic and recognisable.’
When applied, different elements of the logo can be isolated, according to Brown, who says, the tag line ‘Working together to assess risk’ was necessary as Global Earthquake Model ‘says what it is, but not how it is done.’
An earth, coloured background makes the identity ‘feel less formal’ and the use of cut-outs of people across communications ‘demonstrates it’s an organisation of people, and that the goal is getting people involved.’
The website is currently in transition and visitors can chose to click through to the old or new brand.
The new brand is about to be rolled out and Brown is now working on guidelines.