Iava Design & Branding IAVA by Landor New York

IAVA

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Industry Public awareness
Media Design & Branding
Market United States
Agency Landor New York
Creative Director Craig Dobie, Paul Owen
Designer David Ricart, Steve Haslip
Released May 2011

Credits & Description

Category: Logo Design
Advertiser: IRAQ AND AFGHANISTAN VETERANS OF AMERICA
Product/Service: IRAQ AND AFGHANISTAN VETERANS OF AMERICA
Agency: LANDOR ASSOCIATES
Designer: David Ricart (Landor Associates)
Designer: Steve Haslip (Landor Associates)
Creative Director: Craig Dobie (Landor Associates)
Creative Director: Paul Owen (Landor Associates)
Media placement: NGO logo / identity - Print, Web, Motion, Environments, Apparel, Social Media - 26/05/11

Describe the brief from the client
Create a new identity, one that represents the grass-roots, open-source, action-orientated, IAVA organisation.

Describe the challenges and key objectives
The identity had to be incredibly flexible as it is used by a new generation of social revolutionaries. It had to have credibility in every situation from community activism to political advocacy.

Describe how you arrived at the final design
The form of the mark is inspired by military ribbons, the historic photograph 'Raising the Flag on Iwo Jima' and military stencils - combining honour, community and utility from each 3 elements respectively.

The IAVA mark had to, like its tribe, be ready for any situation or environment. From community activism to political advocacy, the mark should stand as an instantly recognisable beacon for change.

Give some indication of how successful the outcome was in the market
The identity directly impacted awareness, membership, corporate partnerships, and policy in Washington.