%20--%3e%3cpath%20d='M200.3,58.2c-2.5-2.5,1.1-6.8,3.3-4.2s-.9,6.5-3.3,4.2Z'/%3e%3ccircle%20cx='25.7'%20cy='49.3'%20r='2.4'/%3e%3cpath%20d='M87.2,63.9c0,0,.3.7.4.6,1.3-.9,3.4-4.2,4.8-4.4s3.2,1.2,2.8,3-5.6,5.5-6.7,7.5c0,.6,1.7,5.3,2.1,5.6,1.2,1.1,3.9-.8,4.7-1.8,3.4-4,6.1-10.1,8-15s2.1-6.4,3.6-9.4c-3.1-1.4-7.2-.7-9.7,1.5-1.5,1.2-3.2,4.4-5.3,1.5s3.2-6.2,5.3-7.2c3.8-1.8,7.7-1.6,11.7-.5,1.1-2,1.5-7.7,5-5.4s.3,4-.1,5.9-.2.4.1.6c4.3.7,9,2.7,13.1.6s2.2-1.9,3.2-3.8,3.1-2.4,4.2-.4-1.3,5.6-3.1,7c-5.8,4.8-12.8,2.4-19.4.9l-.4.2-5,13c-.6,2.2-.7,9.6.2,11.6,1.9,4.3,7.3-1.4,8.9-3.3s1.8-2.3,1.5-2.8c-4.3-2.6-4-10.8.9-12.5,5.7-2.1,7.3,4.9,5.7,9,2.6.3,8.2-5.3,10-1.8s-.5,2.6-1.1,4.1-1.6,6.5-.3,7.5,3.9-1.3,5.1-1.8c-.2-4.1,1.3-8.8,4.6-11.3s10-1.3,8.4,4.9-4.5,6.1-7.1,8.5c1.3.1,2.6-.7,3.6-1.5,3.5-2.8,8.1-10.8,12.4-11.6s4.6,2.9,4.8,5.3c2.4-4.9,8.9-7.6,12-1.8,2.3-2.8,6.2-5.7,9.6-2.9s0,10.1-1,14,0,.5.4.4c.8-.2,2.6-1.7,3.2-2.3,2.2-1.9,4.6-4.9,6.1-7.4s2.1-6.5,4.6-6c4.1.7.4,6.7-.2,9s-1.2,5.3,0,7.5c1.5.3,7.7-4.8,8.9-6.1s1.8-2,2-2.5c.6-1.2-.6-1.9-1.1-3-1-2.1-1.5-4.7-.2-6.8,1.9-3,5.7-2.3,7.1.8s.4,5.6.1,8.1l2.7,4.7c2.4-1.3,5.6-2.1,8.4-2.3s7.2-.3,8.5.8,1,3.6-1,4.1-5.2-.2-7.3,0-5.3.9-6,1.5,0,1.6.1,2.4c0,1.2.1,2.4-.4,3.5-1.8,3.4-7.4,3.1-8.4-.7s1-4.4,2.3-6.3l-1.5-3.1c-3.2,3.3-10.1,10.3-15.1,9.7s-4.5-3.5-4.4-6.2c-2.6,2.5-7.7,7.4-11.6,5.2s.7-11,.6-15.2c-.2-.2-2,1.2-2.2,1.4-2.3,2.1-3.8,5.4-5.1,8.2s-1.6,5-2.6,5.7c-1.7,1.2-3.5,0-3.8-1.9l2.7-9.7c0-.8.1-1.7,0-2.5s-.8-.4-1.3-.3c-3.3,1.2-5.8,10.8-7.8,13.5s-4.5,1.5-4.7-1,1.1-6.2,1.2-8.5,0-2.6,0-3.9c-4.6,3.6-9.4,13.2-16.1,12.5-1.4-.2-3-1.1-3.8-2.3-3.3,1.8-7.2,3.9-10.4.6s-2.2-6.1-1.8-9.1l-5.2,1.1c-2.7,4.8-9.3,12.9-15.6,10.4s-4.9-4.9-4.6-8c-2.1,2.5-3.3,5.3-6.4,6.7-5.4,2.5-9.1-.5-10.5-5.7-3.9,3.4-7.7,7.8-13.5,7.2s-3.9-1.6-5.3-3.2c-2.9,1.9-6.4,4.5-9.3,1.1s.8-12.1-1.1-16.6c-1.8-.3-5.1,6.4-5.9,7.8s-1.8,2.5-2.5,3.8-1.5,4.4-2.5,5c-1.4.9-4.2-.5-4.6-2.1l-.4-10.1-.5-3.6c-1.6,2.9-2.9,6-4.6,8.7s-5.9,8.3-8.6,9.1c-7.4,2.2-7.6-6.5-7.2-11.4s2.7-11.5,4.1-13.9,4-1.4,4.4.5-1.7,6-2.3,7.9-1.4,4.8-1.4,5.3v6.8l.4.4c.3,0,.6,0,.9,0,.9-.3,4.7-5.2,5.4-6.3,2.1-3.1,5.7-12.5,9.5-13.3,5.5-1.1,4.5,9.6,4.8,12.7l3.4-5.7c1.4-2.1,3.9-5.6,6.5-6,6.8-.9,6.6,7,6.4,11.6s-1.2,6.3-.3,6.4c.8-.1,4-2.2,4.2-2.8.4-.9.5-3.5.8-4.7,1.1-4.7,5.6-12.4,11.5-9.5s-.9,10.1-3.3,12.8-3.4,3.1-3.5,3.3c-.2.9,1.3,1.6,2.1,1.6,4,.2,8.5-5.3,11-8,.3-.7-.6-5.1-.6-6.4,0-2.1-.5-6.9,3-5.8s1.7,1.6,1.7,2.3c0,1.3-.2,3.3,0,4.5ZM70.8,68c.6-.2,2.9-3.5,2.7-3.7-1.4.6-2.5,2.3-2.7,3.7ZM142.8,70.2c.9-.1,3.4-3.5,3-4-1,0-3.4,3.4-3,4Z'/%3e%3c/svg%3e)
The Institutional Brand Hold Test
Ten questions to assess whether your institutional brand holds — across recognition, understanding, governability and resilience.
- 01Recognition
Is the organisation immediately identifiable across formats?
Can a stakeholder connect a report, a social post, an invitation and a press release to the same organisation without hesitation?
- 02Recognition
Are signatures, logos and endorsements used consistently?
Is there one stable way to sign communications, regardless of department, language or partner involvement?
- 03Understanding
Do audiences understand the role and mandate quickly?
Within a few seconds of any material, can readers identify who is speaking, on whose behalf and within what framework?
- 04Understanding
Does the editorial hierarchy guide layered reading?
Do titles, subtitles, summaries and key figures help quick readers, experts, members and decision-makers find what they need?
- 05Governability
Can non-designers use the brand without weakening it?
Can internal teams produce coherent materials without depending on constant expert correction?
- 06Governability
Do teams, members, partners and suppliers know what they may adapt?
Are fixed elements, flexible elements, exceptions and approval rules clear enough to avoid interpretation?
- 07Governability
Can the brand reduce approval friction?
Does it make decisions easier by clarifying hierarchy, signatures, partner visibility, templates and validation responsibilities?
- 08Resilience
Can it hold across several languages?
Does the system still work when headlines, labels, buttons and layouts expand, contract or change structure through translation?
- 09Resilience
Can it support co-branding without losing hierarchy?
Can members, partners, funders, EU emblems and institutional logos be integrated without visual confusion?
- 10Resilience
Can it remain credible on sensitive topics?
Does the brand know when to use restraint, evidence and precision rather than emotion, intensity or visual effect?