Visualising a Decade of Progress
Backstory: A Story Told Through Numbers
When the New Development Bank (NDB) entrusted us with creating the identity for its 10th anniversary, the numeral “10” evolved into more than just a marker of time. It became a powerful symbol of the bank’s journey—from its founding vision to its growing global presence. Our challenge was to design a visual narrative that balanced the weight of a decade of accomplishments with the forward momentum of the future. The result is a milestone emblem that bridges past, present, and progress.
Objectives
● Design an identifiable identity that celebrates this important milestone in NDB’s history.
● Incorporate the NDB logo alongside or as part of the anniversary logo in a seamless and meaningful way.
● Maintain brand strength by ensuring the NDB logo is not diluted and remains a strong, central element of the identity.
The Design Process: Exploring a Decade Visually
At the heart of the project was the task of creating a 10th-anniversary logo that could encapsulate both the gravity and momentum of NDB’s journey. Our approach centred on a deep exploration of visual possibilities—each concept offering a unique lens through which to celebrate the milestone.
We began by examining the core elements of NDB’s existing brand identity. The bank’s signature use of dynamic lines inspired early concepts that conveyed movement, connection, and progress. These linear elements were adapted to shape and accentuate the numeral “10,” turning it into a visual metaphor for NDB’s trajectory.
From there, we explored a broad spectrum of visual styles—from clean, minimalist layouts to expressive, layered compositions—experimenting with dynamic lines, member country colour palettes, and creative typography. Each iteration aimed to strike the right balance between celebration and continuity, honouring the milestone while remaining true to NDB’s identity.
Throughout the process, our guiding principle remained clear: to honour the past while projecting the future—ensuring the anniversary identity felt both commemorative and aspirational.
One direction—an expressive “10” rendered in fluid, calligraphic brushstrokes—emerged as a clear favourite. Its organic form conveyed resilience and openness, deeply resonating with the bank’s values and decade-long journey. We refined this direction further, enriching the colour palette and fine-tuning its integration with the NDB logo for visual coherence.
Final Logo: A Symbol of Forward Motion
The completed emblem embodied three defining elements:
● Dynamic Form: A brushstroke-inspired, forward-tilting “10” suggesting growth and momentum. Its open structure symbolises inclusivity and global collaboration.
● Symbolic Colours: A gradient palette blending cultural hues from all member countries—celebrating unity in diversity.
● Seamless Unity: The “10” is designed to interlock with the NDB logo, creating a visually cohesive identity that is both iconic and functional.
Expanded Design System: A Multifaceted Identity
The final logo served as a foundation for extending across multiple formats and touchpoints, from the website to social media, to events, and corporate gift items.
Key Visuals
A gradient backdrop sets the stage for an illustrated skyline combining iconic architecture from all eight member nations. The anniversary logo takes centre stage—anchoring the collective story of shared growth.
Display Applications
● Exhibition Booth: An immersive showcase of NDB’s achievements, with a spotlight on its China-based partnerships.
● Roll-Up Banners: Branded with clarity and impact, these highlight key milestones and focus on decade-long investments.
Branded Collateral
Commemorative items—from ceramic mugs to lapel pins and cardholder lanyards—were meticulously crafted to extend the design language across physical touchpoints, reinforcing the brand message at every level.
Beyond the Milestone: A Legacy That Lives On
More than a celebration, the NDB 10th-anniversary identity became a storytelling platform—appearing at global forums, project sites, and internal events. It quietly communicates a decade of growth, unity, and vision. We are proud to have contributed to this milestone in NDB’s history and look forward to continuing the journey into the next chapter of impact.
