United States Air Force (2000)
Branding by Siegel + Gale, Creative Director: Ken Cooke, Strategy Lead: Bob Knapp

In the late 1990s, Air Force senior leadership recognized the need to design an official symbol and develop a centralized theme to encourage young people to join, encourage airmen to stay, and to build understanding, appreciation, and support for America’s Air Force. Working with the corporate branding firm Siegel & Gale, the Air Force spent one year conducting research among the service and the public to capture the common elements of its identity that have great meaning to bind its people together. 

The boys in blue requested a symbol that was a little intimidating, and said “beware, this is our airspace.” The new Air Force symbol is based on the familiar World War II “Hap” Arnold wings and represents the service’s heritage. The symbol’s modern design represents the Air Force’s present and future leading edge capabilities defending the United States. (source: Wikipedia, Scott Lerman)

Parts Used: Chain, Brake Levers, Reflector





040: Pearl Jam
042: Bike to Work Day