The English-Speaking Union is celebrating its centennial year in the USA as a catalyst for fostering global understanding and good will. Through workshops and interviews, Odgis + Co established messaging and a blueprint for moving the global organization forward into their next hundred years. The goal was to strengthen the brand by making it contemporary and relevant for the new generations. Based on a speech bubble, the logo mark puts the common letters in ESU and USA in different positions to create a visual connection and exchange of ideas. The stacked ‘S’s suggest an alignment while the diagonal U’s are coming from different perspectives.