Guards 40 Logo

The delicate chain of command.

Immediately after joining HQ Guards, I was tasked to design a logo for their 40th Anniversary.

The brief was: ‘Incorporate their colours, and the number 40.’ I tried asking for more details but was told to show something first.

Typically, in the industry, we would sit down with the client to gather some details and have a feel of what we want to accomplish before showing a draft. They’d tell us what their company stands for, what they want to say, and then we’d discuss how to best communicate that. Then we’d work from that draft to completion.

In due time, past-me would learn that things work the opposite way in the SAF.

So, in order to get more information, I decided to do the worst thing I could.

And finally, I got a semblance of direction which would soon lead to nowhere.

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“Use our Guards’ Crest” they said.

“And I want it to be very fanciful.”

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But nope.

“It doesn’t have impact. I think simpler.”

With no end in sight, I decided to take matters into my own mouse.

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Genius me figured out that the cap badge was actually a ‘U’ shape too.

I have been waiting for a Nobel Peace Prize since.

But now he wants to use the cap badge as a logo. And he also wants the word ELITE.

Keep in mind that at this point, the branding and feel of this logo has still not been made aware to me.

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It is now, in his words, “Too simple.”

I figured we choose 2 of his favourites, and 2 of mine, and let the real boss decide.

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Real Boss™ first asked each of us which we liked best.

Then after hearing our opinions, he said: “I like things simple. Can we have the left one.”

But I want a tagline underneath. And I don’t want to have the cap badge as the ‘U’. Keep it simple.

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And we ended with this.

This may seem like I am complaining.

But, really, I’m just using an excuse to show off my hard work.

Little did I know this was not the end.