GSM-O Contract Branding
C3Warfighter
Design Brief
Customer has requested a branding for a contract currently called GSM-O. Customer is looking into trademarking C3Warfighter at the present moment.
Lockheed Martin is partnering with a list of other companies to fulfill the need through DISA. Goal of program is to put Lockheed Martin at the FOREFRONT of “owning the C3Warfighter category.”
Buzzwords
Responsiveness, Transparency, Accessible Information, Performance,
Strength, “Plugged-In”, Visibility, Openness, Defense, Military,
The GRID, GIG, Technology
In the world of branding, it’s easy to get caught up in packing too much into a logo. There are three elements, a group of standards, that are important to consider in the development phase in order to ensure a successful campaign.
The design criteria are simplicity, uniqueness, and the use of metaphor.
Strength
Synonymous with Simplicity.
Be more direct and less convoluted the better. Best to stick between one to three main points. You don’t have to tell your whole story in the mark or text. There are other elements in a branding that will help you build your message.
Uniqueness
Helps stand out from a crowd or history of a prior incumbent. Then a memory tool.
In order to stand out from a crowded marketplace, you need to visually separate from the others. Also, if there are companies that are or have been involved with something, you can move forward by making a clean break from the visual representation of the past.
Metaphor
Story telling. Aids as a memory tool.
This is a core element of telling a story to your audience. The stronger this, the more memorable your logo will be. But, be careful. It’s best to stick to NO MORE than three of these in any given mark. Any more than that and you’ll start to water down your message and confuse your audience.
