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.