For over 80 years, the Council of State Governments (CSG) has facilitated the exchange of thoughts and ideas among state elected officials from all three branches of government. A national organization with regional focus, they needed a visual identity that would more closely align their regional sub-groups with The Council proper. CSG tasked us with providing a functional identity system with a refreshed, revitalized symbol.
We worked to create a timeless, confident look to carry CSG into the modern political environment. Drawing from a shield as our primary motif, the CSG branding system pairs a primary symbol with a typographic treatment for each region. The symbol is dynamic. The brand architecture allows the sub-groups to identify themselves without being unrecognizable in their relationship to the overall organization. At the same time, the symbol is refined, elegant. Its energy is balanced by its sophistication.