To ensure that the company is recognizable among consumers, it is necessary to create its style — name, logo, and define the concept. Hence, our agency developed a logobook for a Ukrainian manufacturer of tactical ammunition, reflecting the principles and objectives of the client.

Task

Develop a brand name and logo for the military ammunition manufacturer.

Competitors Analysis

First, we conducted a market analysis of similar manufacturers. The team of experts from MIM:AGENCY analyzed 15 major competitors, considering the following criteria:

  1. Naming.
  2. Identity.
  3. Websites.
  4. Positioning.

The naming analysis was carried out using phonosemantic analysis, among other methods. This is done to understand what characteristics representatives of one industry or another are trying to highlight.

We analysed about 200 military-themed brands to understand the established patterns of naming and design.

Naming Options

Several naming options were then proposed. We will not list them all here, just one. It should be noted that this is the naming stage, and the logo is shown here simply for a better visualization of the name. Then, the client’s selected option was refined, and the logo and style became completely different.

Company Logo

The chosen Patriots Protection’s option was meant to reflect the essence of the company’s products — protective ammunition for patriots of the homeland. Then we moved directly to the development of the logo and its guide. The idea was to reinforce the name visually and make it clear what the company does through its logo. There were quite a few options. We drew helmets, body armour, and the like.

We made integrated versions of the symbol:

But ultimately, we decided to combine the first two letters of the name, which would better memorize the name, with a symbolic item of protection — a shield. This helps understand what products the company produces. Also, the two letters PP on the shield create a visually similar helmet symbol, which also adds a certain symbolism because the company planned to produce kevlar helmets, among other things.

After a brief search for shapes, we settled on this option and moved on to the guide.

Brand Colour Scheme

The next stage was to determine the corporate colours. This was much easier — the client knew right away what he wanted. Since the company deals with protective military ammunition, the main colours were decided to be black and white. This choice underscores the seriousness of the product. Additional colours were shades of the Ukrainian national flag (yellow-blue). This underscored the company’s origin and further reinforced the name.

Result

The culmination of all the processes was the layout of the style guide, based on which we developed the website design for the online store.