Opinions on corporate and brand identity work.

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Not Your Parents’ Veterans

Reviewed May. 26, 2011 by Armin

Industry / Non-Profit Tags /

IAVA Logo, Before and After

Established in 2004, Iraq and Afghanistan Veterans of America (IAVA) is the first and largest nonprofit, nonpartisan organization in the U.S. for veterans of its most recent wars in Iraq and Afghanistan. Its mission is to “improve the lives of this country’s newest generation of veterans and their families.” IAVA counts with 200,000 members — membership is free as they note that its members have “already paid [their] dues in Iraq and Afghanistan.” This week IAVA introduced a new identity designed pro bono by Landor.

“We wanted to capture the dynamism of our members in an easily recognized symbol that for so many IAVA members is badge of honor and pride. They are an innovative generation—and this mark reflects that. This identity is equally symbolic of a new social movement to rally the country and educate Americans about who we are and what we stand for as veterans. As the nation moves to close the chapter on these wars, we are more committed than ever to keeping the veterans’ movement at the center of the national dialogue so all veterans and military families get the care and support they deserve. Like Livestrong did for cancer, we hope to do for vets. Landor has been an incredible partner in this endeavor. Their team has set the standard for the rest of the corporate world to step up and serve this newest generation of veterans and their families.”
Press Release

Logo introduction.

Making of the new identity. Very cool.




The old logo wasn’t terrible — okay maybe a little — but it wasn’t particularly memorable or interesting and I’m sure the unity and sense of belonging from its members would not be have been diminished by its continued use. In contrast, the new logo is a fantastic mark that is unique, appropriate, and exciting for this group of veterans, and I’m thinking that these are not the stereotype of veterans we think of (very old and very wrinkled) but a young group from events that happened less than seven years ago. The new logo is a really excellent execution, making the best use of the military stencil cliché to create a contemporary astute wordmark that is bold, simple, and iconic.

Thanks to Kei Hoshino for the tip.



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