General Civilian sought to establish a lasting brand identity rooted in its commitment to the public and its local production efforts. This project included the development of a distinct logo and brand book to guide its public representation across various media.

As the company emerged from its initial focus on emergency PPE production, it required a cohesive brand to represent its shift toward broader civilian products. Key elements—typography, color, imagery, and a unique floral-inspired logo—were crafted to embody values of community, resilience, and innovation. A highly collaborative approach allowed the brand to embody the spirit of a “people’s outfitter.”

The project began with a thorough exploration of logos that stand the test of time, balancing current trends with designs that convey resilience and unity. Initial sketches for the logo drew on General Civilian’s RS-1 mask design, ultimately creating a floral symbol from overlapping mask shapes to represent growth, protection, and community support.

To solidify brand identity, a carefully selected color palette and typography set were chosen to reflect General Civilian’s approachable yet professional stance. The primary colors—a nearly monochromatic base with a striking reddish-orange—are visually compelling and give the brand a distinct look across both physical and digital assets.

Once the logo and colors were approved, the brand book was created to establish cohesive usage guidelines. The brand book covers logo placement, high-quality black-and-white portrait imagery, social media applications, and email signatures, ensuring General Civilian’s message remains consistent across every platform.

The General Civilian brand book was well-received, equipping the company with a versatile and professional toolkit for immediate and future branding needs. The strong, evocative identity enabled the brand to confidently launch its products and make a lasting impact in both the local community and the civilian market.