U.S. Navy by Federico Pacheco of Texas A&M Commerce

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CLIENT

The naval war­fare ser­vice branch of the Unit­ed States Armed Forces.

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BRIEF

Redesign the estab­lished brand.

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APPROACH

The first stage was a great amount of research and under­stand­ing of the Navy. Through­out the process I spoke to many Navy retirees to gain some insid­er knowl­edge as well as gauge their reac­tions when see­ing the design. I want­ed to design beyond con­sumer-fac­ing inter­ac­tions, and explore inter­nal as well as exter­nal com­mu­ni­ca­tions, and recruit­ing and train­ing mate­ri­als. Keep­ing the for­mal­i­ty and tra­di­tion behind a mil­i­tary mark was impor­tant, so I treat­ed it more as a refresh rather than a com­plete over­haul, while still craft­ing small details like the gra­da­tion of dark to light blue on the word­mark estab­lish­ing the branch’s pres­ence from deep seas to high skies.

The U.S. Navy project was created as a part of a design rebranding class geared toward tier two design students. The students begin by doing comprehensive research of the client and target market. Federico went above and beyond by identifying three targets including recruitment, internal, and international audiences. While each piece was designed to address very different audiences, they all have common threads that make it a unified rebrand design concept. — Josh Ege, Professor at Texas A&M Commerce