Veteran-owned businesses often try to distinguish themselves by using colors, typography, and images that let potential clients know that their owners have served in the military. Communicating this through a well-made veteran logo design can attract other veterans, not to mention patriotic citizens who want to support veteran-owned businesses run by national heroes.
As you think about logo design, consider what has worked well for other businesses. You may want to use those examples as guides, or you may want to create a unique brand by steering clear of elements commonly used by other veterans. Remember that your own logo design should be unique to set you apart from other businesses.
Colors for Veteran-Owned Business Logos
It shouldn’t come as a surprise to learn that many logos for vet-owned businesses use red, white, and blue colors. Since these are the colors used in the American flag, people living in the United States immediately recognize them as patriotic.
(Of course, if you own a business in another country, you should considering using colors considered patriotic there. A veteran of the German armed forces, for instance, might want to use black, red, and yellow).
Some companies incorporate the flag into their logo designs. Others find that a bit ostentatious, so they take a different approach by including red, white, and blue more subtly in their logo designs.
However, just because a company’s owner was a member of the military, doesn’t mean that he or she wants to make that a major selling point for the public. Many companies owned or managed by veterans don’t try to attract customers by appealing to their patriotism.
Some extremely successful companies owned or operated by veterans include:
Other than Johnson & Johnson, none of these companies have logos that look particularly patriotic. Instead, they have logos that work within a specific industry or target specific markets.
Assuming that you want to increase business by communicating your veteran status, though, it always makes sense to use red, white, and blue in your logo design. From the perspective of color psychology, reds, whites, and blues, make appealing logos in general. Even if one were to remove the culture’s nationalistic associations, they would still get plenty of use in successful logos.
Red is a physical color that displays courage and strength. It’s the kind of stimulating color that makes people emotional and ready to act. That’s exactly how you want people to respond when you have a store trying to sell merchandise. You want the consumer to make impassioned, decisive purchases.
Blue adds a slightly calming effect to the red, but it adds other traits that businesses want to communicate to customers. A small business logo with blue in it communicates trust and stability. It’s a calm, trustworthy color that makes people feel more comfortable and accepting.
Logos that contain white tell customers that the business is efficient, simple, and pure. This ties into the trustworthiness of blue.
Any one of these colors can work well by itself. When put together, they create an emotional balance that looks great in many logos. Of course, since the average person will almost always associate this color combination with U.S. patriotism, veterans can feel proud to include it in their logos.
Images for Veteran-Owned Organizations
Organizations created to serve veterans usually distinguish themselves by using patriotic or military imagery in their logos. Popular images include eagle wings, country or state map outlines, flags, and stars.
One logo for the DAV (Disabled American Veterans) mixes several images, including the America flag, Lady Liberty, and a kneeling soldier holding a gun. The patriotic logo makes it even more clear that this is an organization created for warriors.
Businesses that want to appeal to patriotic clients don’t have to get this heavy-handed when designing effective logos. Putting a bald eagle in the middle of a logo communicates patriotism effectively. Adding a flag in the background of your logo could also tell people about your company’s patriotism.
Keep in mind, though, that you don’t necessarily have to brand your business according to your military service. Many veterans decide that it makes more sense to choose logos that make subtle use of military imagery or that do not include military imagery at all. This is a personal choice that depends on how an owner wants to brand his or her business.
Typography Used by Veteran-Owned Logos
Logos for veteran-owned companies almost exclusively use traditional, serif typography. Few use sans-serif, modern, display, or script typography. Companies that want to appeal to veterans need to use typography that reminds people of the military. This automatically eliminates any typography that uses elegant scripts or modern curves. The letters are bold, heavy, and stable.
Look at the U.S. Navy’s logo. The typography has a heavy weight that communicates strength. Even the U.S. Army, which has tried to update its image in recent years to attract younger people, has a logo with bold, capitalized letters. Even the periods after “U” and “S” look large and imposing.
Logos for veteran owned companies often use similar typography. The DAV, yet again, makes a great example because their typography makes the letters look like they’re made of steel. They’re really just shapes on a page, but they look impossible to move.
Strength and tradition are characteristics that most veteran-owned businesses want to communicate to their consumers. It becomes such an essential part of their branding that they have to include bold typography in every piece of marketing material. Without those letters, potential clients might not understand what the company represents.
Making a logo can require a lot of careful thought. Most companies don’t want to overdo their military connections, but they might want to make those connections a small part of their logos.
The Logo Company makes it easier for business owners to choose logos that match their needs. Before making logos, clients submit questionnaires that tell designers about their brands. Five designers use this information to make customized logos, and the client then gets to choose their favorite. By having options made by several designers, companies have a better chance of getting the perfect logo. The owner of The Logo Company is also a Navy Veteran.