After the discovery phase, we identified three core values to base the logo system off.
Mindfulness / Adventurous / Efficiency
They wanted get across that just because they are ex military doesn’t mean that they’re bullet proof. Mental health plays a huge part in the military and it doesn’t get talked about enough. The branding needed to reach out to fellow servicemen and women but also make everyone feel welcome, so the logo needed to get that across, but also have a ‘we get shi*t done and love to be adventurous’ vibe.
Above are some sketches and development. Part of the development process is to see what doesn’t work, followed by what could work.