When tasked with creating a unified brand identity honoring all branches of the U.S. military—plus NOAA—the design needed to do more than look sharp. It had to mean something. It had to carry weight.

The Brief
Create a bold, modern logo system that honors the legacy of service while standing strong across applications—from digital to ceremonial—without losing clarity, symbolism, or respect.

The Big Idea
A single emblem. Seven stripes.

The new logo features six stripes for each branch of the U.S. military, plus one for NOAA, coming together to form a stylized military rank ribbon. Visually, the design nods to the shape of a draped American flag, creating a powerful tribute to those who serve—and those who have served.

Every angle, every stripe, every negative space is intentional. It’s not just a logo—it’s a visual salute.

The Execution
Beyond the mark itself, the comprehensive brand guide ensures every deployment of the identity is handled with precision and reverence. It includes:

• Clear rules on logo usage, spacing, and color application

• A defined design language rooted in discipline, strength, and unity

• Strategic guidelines to uphold tone, voice, and visual consistency across all platforms

Whether on a website, uniform patch, or event banner, the identity holds its ground—confident, clean, and deeply meaningful.