Purdue ROTC Brand Identity
The Army ROTC program at Purdue University is one of the best in the country. The program was looking for an identity that would set them apart from using any university trademarked content while still making the affiliation clear. They wanted a design that could stand on its own and speak for the program.
The Army ROTC Program at Purdue University’s current identity violates university branding guidelines and doesn’t adequately convey the battalion’s values and individual identity.
With this being an individual project for a client I took this project from start to finish. I was responsible for the art direction of the design as well as the design itself.
What I Learned
This project taught me a lot about the depth of design. I research a lot into what makes a brand powerful, as well as the characteristics and symbols that make up the ROTC program on a national and local level.
The colors for the identity follow Purdue University branding guidelines. This allows for the logo to be used alongside university marketing collateral as well as show the relation to Purdue University as a whole.
There are three main elements that make up the badge.
The 7 stars represent the 7th brigade. Cadet Command's 7th Brigade, headquartered at Fort Knox, Kentucky, is responsible for Army ROTC programs in Michigan, Indiana, Ohio, Kentucky, and Tennessee.
Hammer and Sword
The Boilermaker hammer and the ROTC sword represent the combined drive of Purdue University and the national ROTC program. Both are representative of hard work and discipline to the craft.
The rank insignia represents the rank each cadet will hold upon commissioning. The 2nd Lieutenant rank represents the culmination of years of hard work and training and has been worn with pride by every officer in the history of the US Army.