Accelerate

A new identity with logo brandmark for the Ministry of Defence. Their was to be minimal reference to the client brand, the use of their font and Sage colour from their palette only.

I created a logo to suit two identity options, Dazzle and Momentum.


The A from Accelerate has had the cross bar removed and rotated 90 degrees clockwise to create a forward moving arrow. This is then repeated three times to represent the three divisions of the Mod, Army, Navy and RAF. They are then combined to create the dynamic arrow. This in turn is then repeated to demonstrate the partnership with the client.

The A initial is then re-instated with it’s bar for the Accelerate typography, with the bar being upwardly tilted to the same angle as the arrow, highlighting the forward force of ‘Accelerate’.

Route 1

Inspiration has been taken from Dazzle Camouflage to inject vibrancy and impact to the identity, strongly referencing the Mod.

The pattern in shades of sage greens, duck egg blue, cloud grey and various tones of petrol blue have a striking presence and add to the sense of movement with the ever alternating direction of stripes.

The design was then rolled out over a digital invite, Powerpoint template covers, roller banners and merchandise example.

Route 2

This route concentrates on the moment – moving in different directions with pace and energy. It introduces multiple shards of colour bursting out from the design all working in unison with each other, a demonstration of disciplined power.

The pattern in shades of sage greens, duck egg blue, cloud grey and various tones of petrol blue.

Again the design was then rolled out over a digital invite, Powerpoint template covers, roller banners and merchandise example.