Royal Marines Commandos
New identity to broaden the appeal of the Royal Marines Commandos
Branding | Print | Digital
Royal Marines Commandos are some of the toughest, most respected and professional soldiers in the world. The Royal Marines wanted a recruitment logo that would help to attract the right calibre of recruits.
The new logo needed to broaden the appeal of the Royal Marines Commandos and communicate what the force is about to potential recruits and other stakeholders. The challenge was to identify parallel symbols which resonated with the target audience.
The final logo was based on detailed analysis and research of the training regime and the job itself.
The new logo combines two potent symbols of Commando determination and adaptability within one contemporary graphic device; the Commando flash and the Fairbairn Sykes Commando dagger. Royal Marines only have the right to wear the green cloth badge or ‘flash’ at the top of each sleeve once they’re successfully completed the gruelling Commando tests. The distinctive dagger was first issued to Second World War Commandos in 1943 and has remained an enduring symbol of the Royal Marines.
The new logo needed to be reproduced in many different materials, such as enamel and cloth, for use in different situations and formats. It has been introduced across a suite of materials including the website, marketing materials, event graphics and advertising such as the It’s a State of Mind campaign. The Royal Marines recruitment logo is now on operational duty around the world.
