What's in a Name?

"We put a lot of effort and research into even the colors we chose," he says. "In certain cultures, certain colors have various connotations, either positive or negative. And even [with] the name and the logo, it was very important to us to have something that all of the alliance members and our countries could get behind and to be more representative, because the old name didn't really portray the nature of the work we did."