Re-branding a global icon

I led the team which refreshed this iconic global brand, helping deliver brand strategy, brand values and brand identity. Over the period of a year I helped deliver brand strategy, brand values and a comprehensive brand identity system for one of the UK’s most loved and respected institutions – the Royal Air Force. The now iconic logo was the result of a small team of us coming up with loads of ideas, and then I developed the lead one with senior designer Mel Strauss, and worked on the guidelines with a talented chap called Gareth Coyne. We had the final logo drawn in vectors by a typographer. The RAF ’roundel’ has been around much longer, adapted from an earlier French design. We incorporated it into the final design and refined from there. I went on to art direct the Royal Air Force recruitment collateral across all channels for three years, with a much bigger integrated team.