USS Colorado
Brand IdentityThe Challenge
As part of its commissioning, the nuclear submarine USS Colorado needed a Crest. Crests have a long tradition in the Navy, representing each vessel as well as the namesake state, city, or person. The crest will see a variety of uses across print, digital, and other applications, such as uniforms and clothing.
The Solution
Rather than reproducing the graphic style commonly associated with ship’s crests, this solution explores how a service vessel’s crest can be approached as a corporate or consumer brand. Versatile, clean, opening the door to a larger visual style, should the need arise. Certainly steering clear of the hard-to-reproduce, illustrative nature of ships’ crests that currently dominates (think of what you might airbrush on the side of a motorcycle helmet — flames, snakes, faux gold, etc.)
USS Colorado Crest, circular version.
To represent Colorado, a snow-capped mountain is featured prominently within this Crest. The Dolphin, a long-time symbol of submariners, is featured. The vessel name, service number, and motto are mandatory elements, and fit together nicely when bound by a simple ring form. Together, these elements represent land, sea, and the heavens, creating a sense of unity and larger purpose.
Along with full-colour arrangements, the Crest is simplified in 2-colour, one-colour, and black-only versions, ensuring the highest quality reproductions across a varied of use cases and sizes.
USS Colorado Crest, triangular version.
Using the same elements, this alternate triangular version tests convention. The name badge cuts across the mountain and provides and natural barrier between land and sea. In this case, a second dolphin is added. The triangular shape, unusual for military patches and badges, is more identifiable at a glance, making it a great choice for smaller or less formal uses.
As with the circular version, a full-colour arrangement is available, as well as 2-colour, one-colour, and black-only (outlines-only) versions.
Colour system to accompany the Crest in brand communication materials.
Simplified name-only version of the Crest.
This accompanying name badge is flatter, and overall less graphical, allowing the smallest uses, or living where more intricate Crests are not appropriate. Here, the vessel name is bounded by a double-line, which references the state flag of Colorado.
Examples of the Crests and badges in use on caps, workout apparel, and decor.
Now it’s your turn!
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About Prescott
Photo by Jerome Charles
Prescott Perez-Fox is a brand developer, art director, consultant, podcaster, writer, teacher, and speaker based in Phoenix. His design experience spans more than eighteen years, and focuses on identity, packaging & communication design.
About Prescott
Prescott Perez-Fox is a brand developer, art director, consultant, podcaster, writer, teacher, and speaker based in Phoenix. His design experience spans more than eighteen years, and focuses on identity, packaging & communication design.