The United Nations Global Goals

Brand Identity + Campaigns


Design a universal messaging system for the United Nations’ Sustainable Development Goals (SDGs) that is recognizable and accessible to everyone around the world.


Bring together teams from the UN’s 193 member nations to help distill a simple, sustainable communication system that transcends regional, cultural, and linguistic barriers.


Unique icons and a translatable messaging framework raise awareness and communicate progress for “The Global Goals” in affecting social and sustainable change by 2030.


+ Visual Identity + Brand Strategy + Brand Architecture + Naming + Logo Design + Animation + Graphic Design + Icon Design + Experiential Design + Web Design + Data Visualization + Print Design + Copywriting + Illustration + Editing + Brand Guidelines + Toolkits

A Shared Roadmap

How do you engage the whole planet in an opaque geo-political document?

We created a logical communication system and designed a colorful visual language that is now understood and loved across the planet. The 17 Sustainable Development Goals promise a more just and sustainable planet, and all 193 U.N. member nations have agreed to this unique roadmap for a better future. But, for the plan to succeed, we need everybody to be engaged.


Creating an evocative narrative around our icons.

We made the language of the SDG resolution more approachable by simplifying the messaging and crafting a powerful manifesto.

Icons to Outcomes

Our main objective was to make the goals easy to communicate.

We started the process by giving them a more compelling name. The somewhat cumbersome ‘Sustainable Development Goals’ became simply ‘The Global Goals.’


We then gave each of the 17 goals a concise name that makes them easy to talk about and remember. Every goal has its own colorful icon with bold typography and bright colors to express the determination and optimism of the effort. We also designed an official logo for the initiative – a bright circle made up from the colors of the 17 individual goals to remind us that they all have to be solved together.


Our branding has been adapted for installations, events, and conferences around the world.

Nearly every event designed to propagate the message uses our design system in some capacity. Content has included Fifty Nine Productions’ building projections at the UN building; collateral for the Global Citizen festival; and branded pavilions for the World Economic Forum in Davos and Habitat III in Quito.

The New Division

Introducing our sister agency: The New Division.

The Global Goals brand inspired the launch of The New Division: a communications agency dedicated to civic-minded and sustainable messaging. Based in Stockholm, The New Division seeks to educate and guide companies towards future-positive messages that can be understood by everyone. Learn more at