On Design
- Leta Dombrovskytė
- Jonas Liugaila
- Paulius Budrikis
- Mykolas Saulytis
International Council of Design: On Design
Culture
Brand identity
2024
On Design is a Substack publication launched by the International Council of Design (ICoD)—a global, member-based organization representing over 115 professional design entities across 57 countries. As part of ICoD’s effort to connect directly with individual designers, On Design serves as both a critical editorial platform and a strategic fundraising tool. It invites designers, critics, and thought leaders to explore design’s role in shaping social, cultural, environmental, and economic systems. The initiative is grounded in ICoD’s ethos of responsible, humanist design and its vision for a designer-led, designer-funded future.
The Challenge
The challenge was to create a distinct visual identity for On Design that would resonate with a global design audience while reflecting the platform’s editorial depth and purpose. This wasn’t a full-scale rebrand of ICoD, but a carefully framed identity for a new initiative—one that needed to feel fresh, intentional, and aligned with the Council’s values. The identity also had to support the platform’s dual role as a thought leadership space and a tool for grassroots funding.
The Approach
We developed a visual system that gave On Design its own voice within the broader ICoD ecosystem. The identity balances professionalism with personality—clear enough to frame serious discourse, yet flexible enough to support a range of voices and perspectives.
Key elements included:
– A typographic structure that allows space for individual expression within a unified editorial framework.
– A restrained yet distinct color palette to maintain visual consistency while signaling independence from the main ICoD identity.
– A design approach that supports modular storytelling, optimized for Substack’s digital format and adaptable for future growth.
The Insight
In working with NGOs and global institutions, timing and alignment are as critical as design itself. The success of a visual identity often depends not just on aesthetics or clarity, but on internal readiness, organizational bandwidth, and the clarity of purpose. A strong identity can serve as both a signal of intent and a rallying point—but only if the infrastructure is in place to carry it forward.
The Change to the Context
Renewed Energy: The design process energized internal teams and contributors, clarifying the platform’s potential and its editorial tone.
Strategic Reflection: The project offered a unique opportunity to reflect on how design institutions communicate with individual designers—making room for more personal, provocative, and timely engagement.
Modular Foundation: Even as the broader execution is staged over time, the identity system provides a ready framework for consistent visual communication, aligned with the project’s ambitions and adaptable to its evolving needs.
