A BOLD NEW LOGO

Background

Armor Holdings A + D, a company that provides protection to military personnel who find themselves “in harm’s way”– from armored vests and helmets to armored HUMVEES and helicopters – came to Signature with a complex branding assignment: the company had acquired number of brands, many enjoying high name awareness and preference, like Safariland and ABA, and they needed a unifying brand architecture to tie all of its products together.

Approach

Signature branded Armor Holdings under a bold new logo and with the tagline “Advancing Survivability.” We also recommended a step-by-step program for assimilating the new sub-brands. For catalog entries, for example, we used the sub-brand logo with a large Armor Holdings logo for a period of time, followed by an individualized approach for the transition of each sub-brand. Signature created a plan directed at both individual users as well as the government that used advertising, websites, and direct marketing at trade shows, meetings, and speaking engagements.

Results

The umbrella architecture uniting all the disparate brands under the “advancing survivability” positioning made Armor a significant force in the defense category. In fact the overall brand proposition was so compelling, the company was sold for $4.5 Billion to BAE so it could round out its portfolio of defense products.

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Award-winning marketing talent, maximum return on investment.

The Signature team is comprised of major-market talent, with a slew of award-winning projects on their resumes. However, it’s our shared passion for client success that truly sets us apart. We’re not here to sell you services you don’t need. Instead, we carefully assess and then assemble elements of your project to create a message that resonates with your target audience, ensuring the maximum return on your investment.

 

 

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