Lloyd’s Veterans Charity has a rich heritage in supporting veterans and their families, with origins in the Lloyd’s Patriotic Fund. Our task was to develop the branding for the modern era, remaining close to the Lloyd’s brand and the values associated with them.
The existing branding and name “Lloyd’s Patriotic Fund” no longer resonated with the community they support, veterans and their families. A new name and identity were required to reflect the work, purpose and beneficiaries it served. This needed to suit all channels and outreach, both digital and physical, without losing its long and rich 223 years of history. The brand needed to feel modern, friendly, and human without losing its trust, authority, or its strong association with Lloyd’s.
At the same time, the charity needed an identity that could tell more complex stories – stories of life beyond service. With this “Lloyd’s Veterans Charity” was chosen, a name which places supporting veterans and their families at the forefront.
We developed the rebrand by working closely with the Lloyd’s brand while incorporating additional supporting tones to enhance the colour palette. A new icon was also designed, which represented a V for veterans, a sash, and the corner of the Union Jack. This ensured patriotism without the need to say it.
The brand was made tangible through a series of brand images that depicted veterans in their lives today, represented by the diagonal slash revealing the uniform underneath. We also developed a launch website, banners, and leaflets, ensuring a strong brand launch across all channels.
Whether you’re just starting out or ready to grow further, Identity Creative is here to support you with all your creative and technical needs.
