A key element of the rebrand was a name change to Evolve Military College. Once the new name was chosen the process of designing the new logo began.
The design was to appeal to 16-24 year olds. A custom logotype was created with the letter shapes influenced by military decals, this was paired with a logomark designed to resemble a Spartan helmet continuing the military feel.
Think Design came up with a beautifully simple concept to tell the story. Working with the theme that EMC helps teenagers become a better version of themselves through building their self-belief, we visualised a concept of a recruit in civilian clothes – and also in uniform. Demonstrating the transition from student to soldier, the image was to be split down the middle and overlaid with strong typography of new strapline BELIEVE BECOME.
The original Military Standards Training’s logo featured a complex illustrated crest, with the rebranding we suggested moving away from the using the crest in the logo, and instead using it on select documentation only as this would allow for a stronger, more flexible logo that would work better at a variety of sizes and colours. We also recommended redrawing and tidying up the crest so it had a real mark of quality to it.
Full brand identity guidelines and brand toolkit were produced in order to roll the brand out across pop up banners, advertising, course documentation and the website.