U.S Coast Guard

360 look & feel + identity update

Inspired by the unrelenting power of the oceans, this campaign uses dramatic photography overlaid with subtle line work to quietly showcase the people who guard and protect our coasts every minute of the day.

Deep, inky blues instill trust and evoke wonder, while pops of red boldly stand up to the storm. The Coast Guard motto Semper Paratus, “Always Ready,” becomes the tagline Always On to best reflect the nature of today’s fast-paced world.

A modular identity system brings storied symbolism into the now, proudly communicating the look across all channels.

AD/CW/DesignDavid Rish

 
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Emblem

Emboldened anchors form a 360° shield, guarding the life ring inside.

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Mark

The red, white & blue Racing Stripe is simplified for the demands of contemporary use. Multiple versions give options from basic insignia to full regalia.

 
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Partnering with next-gen watch maker Swimmo, the Coast Guard will use fuel cell technology to release the first-ever smart watch charged entirely by the power of water.

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