The Office for Veterans’ Affairs was set up in 2019 and aims to make the UK the best place in the world to be a veteran. They needed a brand identity to help unlock their ambition and build brand recognition. The brand needed to resonate with their staff and partners as well as the veterans they support.
A vibrant and emotive brand was created which smashes stereotypes and recognises the unique contribution veterans make to society. Photography and bright block colours give the brand a modern and engaging look, while simple icons, textured typography and a unified tone of voice all bring a human touch.
A comprehensive set of brand guidelines were developed which included guidance on logo usage, colour accessibility, primary and secondary photo styles, typography style sheets and tone of voice.
Two icon styles were created, one more illustrative and one stroke style. This was to give the in-house team as much flexibility within the brand as possible.