Founded in 1956 by John D. Rockefeller III, Asia Society is a global organization dedicated to fostering cross-cultural understanding across policy, arts, culture, business, and education. Following the redesign of the organization’s logo, the focus shifted to developing a comprehensive brand system that could bring the identity into the digital age while honoring its institutional history and global reach.

The updated logo was translated into a cohesive visual language spanning color, typography, imagery, hierarchy, and supporting graphic elements. Cultural sensitivity and regional applicability informed the system’s development, balancing neutral foundations with adaptable accent colors suitable for a wide range of content and contexts.

A comprehensive set of brand guidelines was designed to establish consistent standards across teams, regions, and platforms. The website was redesigned using the new brand system, applying the visual framework to create a more streamlined, accessible, and intuitive digital experience.