Irish Defence Forces

The Irish Defence Forces came to us having undertaken a series of forward-looking and successful advertising campaigns. These had delivered a vision and message for the forces. In order to realise the potential created by this work, there was a requirement to originate and update brand assets: logo, strap-line, typeface and typography and colour. This palette of assets needed to be optimised for use in print, in physical applications such as merchandise, and for online and on screen manifestations. The outcome of this process was a guidelines document and an extensive template suite. We took the opportunity to consolidate the identity around a refined typographic approach, using a pared back approach to how imagery and photography could be used.