Pact rebranding recognized as one of world’s best

February 27, 2014

Pact’s distinctive mosaic organizational image has been named one of the top five rebrands in the world by REBRAND™, the world's leading brand transformation and rebranding resource.

The Pact look and logo is one of five rebrands that jurors voted Best of Show in the 2014 REBRAND® 100 Global Awards, announced Feb. 26 on REBRAND™’s website at

“Pact’s rebranding is more than imagery. It’s the engine driving our strategy, our culture and our services to our local partners and those poor and marginalized around the world,” said Mark Viso, president and CEO of Pact, an international NGO at work in nearly 30 countries. “Pact isn’t just our name. It’s a powerful symbol for who we are. Pact is a promise.”

Founded in 1971, Pact undertook its rebranding beginning late 2011. It engaged Boston-based Minelli, Inc., an internationally recognized brand strategy and design firm, to lead the initiative, which involved many of Pact’s nearly 3,000 employees worldwide.

The brand that emerged is based on a mosaic, symbolizing the core Pact value of partnership with local organizations, communities and the people they serve. The brand’s color palette is based on rich hues found in local spice and food markets throughout the world.

“It was an honor to work with such an outstanding organization as Pact,” said Mark Minelli, president and CEO of Minelli. “Our work with them is a perfect reflection of our experience and philosophy. We believe the discipline of branding can be a powerful catalyst to organize people around a unifying idea.”

Pact’s rebrand shared Best of Show honors with Fiji Airways, Cancer Research UK and two others. Other top 100 rebrands included American Airlines, Commercial Bank of Qatar, Hyatt Hotels and Myanmar Tourism.

The 2014 REBRAND 100® Global Awards jury included an international mix of business leaders, brand strategists, designers, and educators. The competition, the first and most respected recognition for repositioned brands was open to any rebrand launched anywhere in the world between January 2011 and September 2013. Eligibility included enterprise-wide initiatives, a single component of a brand, or a brand extension. Entries could have been for products, services, environments, corporations, nonprofit organizations, and individuals.


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About Pact – Pact is a promise of a better tomorrow for all those who are poor and marginalized. Working in partnership to develop local solutions that enable people to own their own future, Pact helps people and communities build their own capacity to generate income, improve access to quality health services, and gain lasting benefit from the sustainable use of the natural resources around them. At work in nearly 30 countries, Pact is building local promise with an integrated, adaptive approach that is shaping the future of international development.