The new look for America's Navy juxtaposes the grit and hard-work required to protect our country with the polished, prestige that comes with military service.
The gritty, cinematic photography is paired with a typeface that directly stems from stenciling used within the Navy itself. These tough elements are then paired with thin lines, and a gold pin version of the logo that was based on the warfare devices worn by sailors. The metadata in each ad serves to educate about what it is the Navy actually does and the many opportunities within it.
The logo itself has been updated with a new typeface for America's, and an icon to begin to give the Navy its own visual identity. The use of the eagle, shield, and anchor combination shows the Navy's land, sea, and air capabilities while uniquely separating its identity from the marks employed by the other armed forces.
To view a pdf of the brand guidelines for the new look and feel, click here. These guidelines were created to showcase the new brand, and detail how to create the ads for the internal creative team at the Navy and anyone using our brand elements.
I was also involved in concepting the brand films.
ECD: Ryan Blum, CD: Dustin Thomas, ADs: Kolby Osborne & Hayley Efird, CW: Megan Lee