U.S. Dept. of Defense

Rebranding the U.S. Dept. of Defense

The rebranding of the U.S. Dept. of Defense focuses on security, solitary, and unity. It reflects a broader promise of coming together for a greater cause and a protected, fortified feeling.      

The main logo is composed of 5 hexagons merging into a stealthy star-like structure to represent

the Pentagon. The hexagon symbolizes the 6 branches of the military, as they unite to form a star.

Main Logo

Sub-brands: The 5 military branches are all connected by the pentagon star structure and 

tapered ends, but are independent with their own color and centered symbol to identify. 

Embroidery Patches: Each sub-brand is intended to function as a patch for their respected military uniform. 

Brochure: This stacked tupil brochure unfold horizontally with one side displaying detailed information about each branch of the military, and the other side shows an emergency guide for civilians. The objective was to encourage users to hold on to this brochure in case of an emergency.

Display Brochure: When not in use, the brochure is not meant to be flat, but rather faced up to act as a sculpture to display. 

© 2020 Kelvin Esparza