The project started as a joint initiative between McCann Tirana and the American Chamber of Commerce in Albania to refine the corporate logo and create the new guidelines for the brand, but the during the process the brand developed into a full new identity. The representative eagles for both Albania and the United States of America, were still the main focus of the brand identity, as a symbol of joint collaborations. Both eagles are part of one body structure, but each of them represents the respective country, inspired by the Albanian double headed eagle flag. The colors used for the brand, hold the American flag colors, but merged slightly with a black tonality as the Albanian eagle color, and have a deeper blue as a result. With these merged elements, the harmony and balance between both eagles, resembles the harmony and balance of bilateral collaborations.
