The United Warrior Survivor Foundation becomes ‘Special Ops Survivors‘ after a comprehensive 10-month rebranding and strategic branding initiative, led by SHOESTRING.
Our agency worked closely with the decision makers — and most importantly the survivors this organization serves — to determine the nonprofit’s new name. From there, the logo and tagline and new “look” for the organization was developed.
Every opinion was considered and every detail was carefully thought out.
The logo icon captures three key elements in one simple design: a circle, embracing arms and the tip of a spear – which is the recognized symbol of the Special Ops community. The circle design conveys how the organization makes those it serves feel – they literally embrace the survivors. A circle also illustrates a sense of wholeness and strength. Blue was chosen as the logo color because it is not only a color from the American flag, but it communicates tradition and hopeful futures. I am very proud of the new name and logo and salute this organization for making such an important change that moves its mission forward.
Read the press release about the organization’s new name and logo:
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From the Client
Mar 27, 2012
Wendy Argel Allison, surviving spouse of Air Force Capt. Derek Argel, is one of those that took part and is thrilled with the results.
“The whole approach to developing the new name and logo was great because they asked those they serve for their opinion and guidance,” she says. “We had a say in what the organization was going to be called and what the new logo would reflect. As a result, the final product really reflects what we are all about. They really nailed it,” she adds. “The design reflects how we feel about the organization and about those we loved who gave the ultimate sacrifice. It is all encompassing in a simple but strong way.”