Tracking the path of an earthquake across the globe is tricky, rebranding an international, publicly and privately owned scientific organisation must be done in waves, just not those of the seismic variety.

The Global Earthquake Model (GEM), which uses collaborative means to develop a global earthquake risk model, has created a new visual identity. Designer James Brown signed on in 2011 to redevelop the brand and devise a new brand strategy.

The new identity sheds a representation of the world’s seismically active areas in favour of a bold typeface and a graphic depiction of waves, likely of the seismic variety. But the organisation has a broad footprint and is repositioning itself gradually.

The newly designed website is available in Beta alongside the classic version to ease the transition for visitors and stakeholders alike. The tone of GEM’s communications have also been revamped to highlight its collaborative process and clarify its mission.

“GEM is an open, collaborative effort 'from people, for people' with the ultimate goal to help increase resilience to earthquakes and we want that message to be clearly broadcasted,” Nicole Keller, head of communications at GEM, says. “This exercise goes beyond look & feel and is about changing the way we communicate. We believe and have actually already noticed that the 'rebrand' has shed another light on the potential and value of the effort. It has attracted new audiences and we believe it will allow those that already know GEM to see new ways of being (more) involved.”