In 2019, OutServe-SLDN and the American Military Partner Association (AMPA) were merging and sought Social Driver’s help to name and brand the new organization. The merger formed the nation’s largest non-profit organization dedicated to education, advocacy and support for LGBTQ service members, military spouses, veterans, family members and allies.
When two organizations join forces it means there is an opportunity for great impact, as well as for differing visions and priorities to collide. Our team appointed a naming council that ensured the perspectives of all parties were represented in the new brand and that the organization’s new face would advance its causes on the Hill. The council consisted of 15 leaders and experts in the military and LGBTQ political spheres and people who were familiar with Outserve-SLDN and AMPA. These stakeholders provided their unique perspectives on the mission of the new organization and ideas for branding and design.
Our team created a new name for the organization that service members could use on merchandise in any environment and feel safe, with a tagline that made their mission clearer and claimed the LGBTQ space. The new brand is patriotic and clean, with a secondary energetic color palette that represents the LGBTQ aspect of the brand.
Following our audience research and creative intake process, we recognized the need to carry forward key symbolism contained in both organization’s previous logos–the eagle and the star. The desire was for the new identity to feel decisively military and patriotic, while feeling unique in a crowded design space. After much exploration we landed on a simple and recognizable rendering of an eagle and star icon.
Since the form of the logo and primary palette captures the organization’s military focus, we employed a secondary color palette and tagline to express the organization’s commitment to the LGBTQ community. All these elements contribute to a brand that resonates with the diverse audiences in the military and LGBTQ political spheres.