Branding Guidelines

ASG Branding

One Mission. Many Labs. Transformative Impact.

What the ASG Brand Stands For

The Asian School of Governance (ASG) is more than a name—it's a movement.

Our brand represents a bold vision: to catalyze transformative governance across the Philippines and Asia through learning, leadership, and innovation. As a school without walls, ASG convenes changemakers, builds capacities, and fosters innovation ecosystems that respond to complex public challenges.

Our Brand Essence

• Purpose: Catalyzing transformative governance
  
  

• Voice: Clear. Grounded. Visionary. Engaging.
  
  

• Values (KODE):
  Knowledgeable
  Optimistic
  Determined
  Engaging
  
  

Social Labs: Modular & Scalable

ASG’s Social Labs are our flagship innovation platforms—designed to be modular, replicable, and locally adaptable.

From climate action to financial inclusion, these labs create safe-to-fail spaces where LGUs, universities, communities, and agencies co-create and test solutions. They accelerate technological, social, and governance innovations—and help knowledge flow rapidly across sectors and regions.

Explore our labs:

• Climate Action Labs

• Zero Hunger Lab

• Universal Health Care Lab

• Financial Inclusion Lab

• Education Impact Lab

• Blue Economy Lab

• Social Finance Lab

• Scale-up Lab
  
  

Learn more about our labs.

System Innovation Approach

We don’t just teach governance—we reimagine it.

ASG applies systems thinking, adaptive practice, and Problem-Driven Iterative Adaptation (PDIA) to build real-world capability in institutions. We convene across silos and co-create new pathways forward, grounded in place and community insight.

Learning through Co-Creation

Our programs are built around learning by doing.
Through action-learning fellowships, university-hosted labs, and community-based global learning, we enable public servants, youth leaders, and development practitioners to prototype, reflect, and scale their impact.

Co-Branding with ASG

We believe in shared authorship.

Whether you are a university, LGU, CSO, donor, or national agency—your work with ASG will always be co-branded to reflect mutual respect, joint innovation, and strategic alignment.

Our Co-Branding Principles:

• Joint Ownership

• Clarity of Roles

• Visual Harmony

• Replicable Templates and Attribution Guidance
  
  

View the full ASG Brand Book  (click here)

Brand Assets and Messaging Bank

Maintain coherence and clarity across all your communications with ASG.
Use our pre-approved messaging, taglines, and branding toolkit.

Includes:

• ASG Boilerplate

• Taglines and Key Phrases

• Slide & Report Templates

• Social Lab Descriptions

• Visual Identity Guidelines

Get Involved

Want to co-create a Social Lab, launch a fellowship, or align your university with the future of governance?

Let’s build it—together.