Proactive Armour Logo Design
The Request:
Proactive Armour, a company dedicated to developing life-saving products for soldiers, approached us to develop their company branding. Their existing logo, a white five-point star on a blue square, was only meant to be a placeholder. The company had no established fonts, colors, presentable logo, or brand tone. However, they had a compelling story and admirable values. The three founders met at a hackathon sponsored by MD5 & MIT and later completed a project with SOFWERX & Joint Improvised, developing a simple, packable way for military operators to disarm hidden thermal IEDs in indoor spaces, saving lives.
Project Scope:
The scope of the project involved creating a complete logo and visual brand identity, including a style guide. This comprehensive branding overhaul required deep research to effectively convey the company’s mission and the unique personalities of its founders. The final brand identity needed to resonate with potential clients, partners, and buyers, enhancing the company’s professional image.
Design Process
Research and Concept Development
After a thorough interview process with the company, we began extensive research to understand the founders' vision and mission. Although none of the three founders had a military contracting background, they demonstrated the intelligence and ingenuity required to succeed in that market space. Drawing parallels to the Ghost Army of WWII, whose members also had varied backgrounds, we sought to create a logo that encapsulated their innovative spirit.
Logo Design
The logo was designed in three parts: a ghost, heat waves, and a contained explosion. Each element was carefully crafted to reflect the company’s mission and the unique capabilities of their patented product.
The Ghost: The ghost symbolizes the ingenuity and courage of Proactive Armour’s founders and represents their innovative tool for disarming IEDs.
Heat Waves: The heat waves signify the trio of visionary founders and the technology they developed to protect soldiers.
Contained Explosion: The contained explosion symbolizes the mission to safeguard lives, illustrating the effectiveness of their product in neutralizing threats while keeping operators safe.
The brand mark combines these elements into a cohesive visual narrative. The ghost, representing the vigilant and proactive nature of the company, wields the heat waves to set off the IED within the confines of a black square, symbolizing a controlled explosion. The ghost remains outside the “room,” emphasizing safety and precision.
Mascot Design
In addition to the logo, we introduced a special mascot to further enhance the brand’s identity. Through the use of illustration and AI, we developed a Mallard duck in military garb, playing off the "decoy" theme. This mascot not only adds a unique and engaging element to the brand but also reinforces the company’s ingenuity and tactical approach to problem-solving.
Fonts and Wordmarks
For the fonts and wordmarks, the company desired a military-inspired yet clean sans-serif typeface that reflected their unique personality. The chosen typography balances professionalism with a distinct identity, enhancing the overall brand presentation.
Outcome
This comprehensive brand study enabled Proactive Armour to present themselves more professionally to potential clients, partners, and buyers. The new visual identity not only tells their compelling story but also aligns with their mission to save lives through innovative solutions. The addition of the mascot provided an approachable and memorable element, further solidifying their brand in the minds of their audience.