How GEI’s Rebrand Unifies the Global Evaluation Network

Patrizia Cocca
24 February 2025
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The new logo of the Global Evaluation Initiative (GEI) represents the collective and united vision of the whole GEI network and its partners and initiatives: the Centers for Learning on Evaluation and Results (CLEARs), the International Program for Development Evaluation Training (IPDET), the BetterEvaluation knowledge platform, and Glocal Evaluation Week.
In February 2025, GEI unveiled its new visual identity. Patrizia Cocca, GEI’s Communications and Knowledge Management Lead, recalls GEI's rebranding journey and how it deepened a sense of shared purpose and identity among the diverse partners and initiatives of GEI.

Patrizia Cocca is the Communications and Knowledge Management Lead at GEI.

 

Every organization has a face that it presents to the world. We call it a brand. And this brand is more than just a logo or a color palette. It represents an organization's identity and shapes how people recognize and connect with it.

But what happens when a single network is made up of multiple organizations, each with its own distinct branding? How do you create a unified identity that brings them all together while honoring their individuality? 

This was the burning challenge that compelled the Global Evaluation Initiative (GEI) to embark on a rebranding journey. The GEI network is composed of various organizations working together to strengthen monitoring and evaluation (M&E) systems worldwide. All GEI’s partners are united by our shared purpose, but we needed to create a cohesive visual identity that reflects who we are, together. This rebranding effort was not merely cosmetic but a strategic move to redefine our identity, unify our network, amplify our impact, and better position ourselves within the global M&E sector.  

The Need for Rebranding

GEI operates as a central hub connecting diverse partners—such as the International Program for Development Evaluation Training (IPDET) and the regional Centers for Learning on Evaluation and Results (CLEARs)—and works closely with the World Bank Independent Evaluation Group (IEG), the United Nations Development Programme (UNDP) and the German Institute for Development Evaluation (DEval). However, this “network effect”—where collaboration amplifies collective impact—was not being effectively communicated due to inconsistent branding. One of the biggest challenges for GEI was the fragmentation of its visual and organizational identity.

Infographic showing the Global Evaluation Initiative (GEI) network
The Global Evaluation Initiative (GEI) brings together multiple partners and brands, including CLEAR, IPDET, BetterEvaluation, and Glocal Evaluation Week.

The network comprises multiple partners, each with its own branding, approach, and audience. While this diversity is a strength, it also created inconsistencies in how GEI has been perceived. The rebranding was essential to unify the network while still allowing individual partners to maintain their distinct identities. 

To begin conceptualizing a new brand identity, the GEI global team, directors of the implementing partner agencies, and the design team held a workshop to define key elements and values of the GEI brand. The results of this workshop served as inspiration for the brand identity study. The objective of the study was to develop brand concepts that could function either as standalone identities or as a unified brand design system applicable across all GEI partners.

The GEI network held a rebranding workshop in Bruges in May 2024.
In May 2024, the GEI network held a rebranding workshop in Bruges to shape a unified visual identity that reflects its collective vision.

GEI operates in a crowded M&E landscape, where many other initiatives, institutions, and think tanks contribute to capacity building and knowledge sharing. The rebranding effort aimed to clarify GEI’s distinct role as a global connector—bringing together institutions, governments, and practitioners—to improve evidence-based decision-making. By sharpening its messaging and visual identity, GEI can better communicate its value proposition to donors, policy makers, and evaluation professionals. 

One of the key insights from the brand identity study was that GEI needed an approach that echoes the principles of open-source development: collaboration, exchange, transparency, and community-driven progress. A shift toward an open-source approach encourages knowledge sharing and collective growth across the network. The rebranding needed to reflect these values and position GEI as a dynamic, accessible, and participatory network. 

What the Rebrand Means for GEI

The new brand identity is built around core values: knowledge sharing, connection, and openness. These values are the foundation of GEI’s new visual and messaging strategies. Whether through a new logo, a consistent color scheme, or a more structured communication framework, the rebrand ensures that every touchpoint with GEI feels unified and impactful. 

Rather than functioning as a collection of loosely connected entities, GEI and its partners now operate within a shared brand framework. The new system provides a balance between individual autonomy and collective identity. This allows each partner—whether it’s the CLEARs, Glocal Evaluation Week, or IPDET—to maintain its uniqueness while reinforcing its place within the broader GEI ecosystem.

At GEI's rebranding workshop, participants produced mood boards and brand statements signifying their vision of GEI's mission and vision.
At GEI's rebranding workshop, participants created mood boards and brand statements expressing their vision of GEI's values and mission.

Through audience mapping and brand purpose exercises, conducted in collaboration with Schema Design, GEI refined its understanding of whom it serves and how best to communicate with them. Government officials, evaluators, academics, and development partners all interact with GEI in different ways. The new branding ensures that communication is tailored, clear, and aligned with their needs, ultimately leading to stronger engagement and impact.

Rebranding is not just about the present—it’s about preparing for the future. GEI’s new identity positions it for growth, adaptability, and greater influence in the global evaluation field. By unifying branding across all partners, the rebranding fosters a sense of shared purpose and identity within the network. With a more structured and scalable brand, GEI is better equipped to expand its reach, attract new partnerships, and continue leading the way in evaluation capacity development. 

New logos of the GEI network
The GEI network's new logos establish a unified visual identity, symbolizing the network's shared mission to strengthen M&E systems worldwide.

As the new brand identity rolls out, stakeholders across the network can look forward to a more integrated, recognizable, and influential GEI—one that truly embodies its mission of strengthening M&E systems worldwide. The next step is for everyone within the GEI network to embrace this new identity, bringing the brand to life through collaboration, communication, and shared purpose. 

In an increasingly polarized and divided world, evaluators have a duty to collaborate more than ever before in order to build trust in and increase demand for evaluative evidence. For us and our partners, this transformation offers an opportunity to amplify our collective impact while benefiting from shared resources and unified messaging. Ultimately, this rebranding is not just about redefining how the world sees GEI—it’s about reshaping how it collaborates with others to achieve sustainable development goals—and it represents the commitment of GEI's partners to a stronger, more connected future for evaluation professionals around the world.