Manual
PATH
PATH
PATH
PATH, a public health organization dedicated to equity and innovation, has been driving advancements in vaccinations, sexual and reproductive health, diagnostics, and nutrition for the past 40 years. With offices in over 70 countries, the organization advises and partners with public institutions, businesses, grassroots groups, and investors in search of solutions for the world’s most pressing health challenges.
PATH enlisted Manual to completely rethink their brand identity and visual storytelling from the ground up. The challenge was myriad: to help better tell the story of a diverse organization; to bring clarity and modernity to communications; to elevate their innovations; and finally, to provide a hard-working design toolkit that would allow designers around the world to manage brand assets. Ultimately, to reimagine what a nonprofit brand could be.
At the heart of the brand identity is an idiosyncratic logo. We underscored PATH’s bold name with a string of abstract and geometric symbols that represent the diverse and innovative methods PATH employs to address global health challenges. The symbols trigger connotations of networks, partnerships, and initiatives working together in sequence.
We set a new direction for photography and brought visual stories to life through the use of our symbol system—creating an instant connection between the logo and the work that PATH does around the world. Every member of PATH can see themselves in the brand identity.
"We’ve heard from countless peers, partners, donors, and leaders in our space that our new brand system is inspiring, brilliant, and importantly, that it truly represents the PATH we know. The new brand system has breathed life into our global communications. It’s created alignment about who we are as a brand and as a team. It has helped position us with donors as the global innovator we are."
— Carla Sandine, Chief Marketing & Communications
PATH’s rebrand is a significant departure from the traditional NGO roadmap and redefines what an NGO can be in a visual sense. In addition to differentiating the organization from peers and competitors, the new identity and website helps clearly tell the organization’s story, and unifies a sprawling network of talented, passionate, and hard working experts. By illuminating PATH and the interconnected stories of the work they do and the public health initiatives they advance, the new brand helps deploy resources more efficiently, develop partnerships, and ultimately improve health worldwide.