In a nutshell...
Logo and Branding. Army 2022
Summary
The problem statement for this project was how can we create a brand that makes soldiers not only understand the competition is a team-based event now, but also feel pride in their teams when serving in the competition?
Team/Others
I was the sole designer and my design was approved by my supervisor, chief, and customer.
Results
After this project, my logo and branding assets were used in multiple iterations for both public and military individuals.
Constraints
The turn-around on this project was fast, about 2-3 months.
Design Request
The customer approached our shop requesting a new logo design for a national competition that was replacing the prior solo competition. Their specifications were that the logo should reflect the concepts: Highly Trained, Fit, Disciplined, Cohesive Teams. After asking a few more questions regarding which competition this new version was replacing, I understood that the new competition was a new initiative to reward team-based drive.
Logotypes
The first iterations of logotypes and logos were created with the specifications requested; however, they had specifically mentioned that they wanted something rectangular. After creating some of these, I had an idea of creating a few triangular shaped logos in line with different types of formations when out in the field, and focused on the pieces that make up a squad with unity and cohesion.
Utilization
After the new logo was published, the design and branding from the style guide was used in several different government websites and products. One of the websites was the Army home website, depicting the winners of the competition, the final four, and other important facts regarding the units and strategies implemented.