DecAid's branding needed to invoke key values of patriotism and bravery, to reflect the servicemen and women that the appeal seeks to help.
Using the Union Jack colour palette, with a reworked cross shape, Sound in Theory created a logo for the brand that reflects these key values yet remains politically neutral.
With bold, strong-looking fonts that have a hand-drawn friendliness to them, and comical illustrations that show the events they run in a palatable way, the brand doesn't appeal to macho.
