Australian Signals Directorate (ASD) required a new brand to communicate their recent shift away from Defence, to an independent statutory 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 own-able by the ASD.
CRE8IVE successfully 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 repeatable way 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 own-able and unique coded alphabet that features heavily within the identity framework.