©Dean Creative – DC sustainability logo design for the AFRH, military veterans retirement home
Federal Agency Brand Development
OBJECTIVE: Create a new brand identity for a federal agency that cares for our Nation’s veterans and retired military across all five branches. Reassure veterans and their families that AFRH will provide exceptional care. And leverage the heritage and longevity of this agency by portraying strength.
CHALLENGE: There is a lot of information to convey here: the name of the agency and a new tagline. Plus, the client specifically requested that we include two graphic images in the logo: an Eagle and the American flag. Moreover, they ultimately choose the longest tagline that we proposed.
SOLUTION: Illustrate the classic icon of America, the bald eagle, in a powerful and confident stance. Embed red stripes from the American flag in the feathers of the eagle’s neck to feature the American flag in a subtle way that is integrated with the eagle. This helped us avoid showing two separate images, which would clutter the logo.
EXECUTION: To pull in the five branches of the military, we illustrated the eagle nurturing or protecting five stars—recognizable symbols of valor. Inside the negative space of the five stars appears the Pentagon, the headquarters for the United States military. Surrounding the entire illustration is a circle with the agency name, which reinforces protection and strength. Finally, our tagline, Common Bond Exceptional Care, is wrapped around the circle to give the entire logo / tagline a unified feel.
RESULTS: The agency staff, residents, partners, and stakeholders were overwhelmingly impressed and pleased with the new brand. New prospective residents have also commented that the brand is inspiring and how it reassured them that they would receive very good care.