• Transform magazine
  • July 15, 2024


Armed with the forces of a new brand


This year ensures greater growth for the armed forces covenant as Rufus Leonard, a London-based brand development agency, was recently hired by the UK Government to handle the communications and branding of the initiative.

Rufus Leonard is responsible for developing every aspect of branding, ranging from brand vision to identity, in order to further encourage and publicize the agreement’s foundation for fair treatment of those who serve, have served, and their families. The first of many developments to come is the change to the now monochromatic logo. 

Unbeknown to the majority of the public, the armed forces community experiences disadvantages, in comparison to other citizens, in the provision of public and commercial services. Some cases, like the injured or bereaved, may receive special consideration, but even, “Things that we all take for granted such as setting up a bank account for a mobile phone contract [becomes] extremely difficult”, according to Laurence Parkes, the chief strategy officer at Rufus Leonard. This is why the government’s full commitment to further developing public awareness, understanding and involvement with the covenant continues with the rebranding of this initiative and a future campaign targeted at businesses.

With the brand that Rufus Leonard creates, supporters now have, “A simple way to show what their commitments and support stand for”, says Mark Lancaster, the minister for defense personnel and veterans. The new logo is expected to not only reestablish the existence of this agreement, but also pull in more support from businesses, local authorities, charities and the public in general.