Australian Signals Directorate (ASD) required a new brand to communicate their recent shift away from Defence, to an independant statuatory authority.
The new identity needed to communicate the strength and presence of intelligence, with flair and imagination, to a wide range of stakeholders. The challenge was to graphically convey this in a modern and compelling way that was ownable by the ASD.
CRE8IVE successfuly developed a graphic framework that works on a grid based on simple circles, triangles and squares. It is distinctive, yet it offers flexibility for colour, imagery, scale and shapes. It provides a simple and repeatble was to represent all aspects of the intelligence landscape in a dynamic and consistent manner.
As Australia's oldest intelligence agency, it was important to underpin the identity by providing a nod to ASD’s history. This was achieved by using well known coded signals, such as the enigma cipher machine, bombe, morse code and semaphore, to create an ownable and unique coded alphabet that features heavily within the identity framework.