L3Harris, ForceX - 2023-2025
ForceX Brand Development
Objective:
ForceX has been a software company since 2004. Though it has gone through numerous “brands”, logos, mergers, and acquisitions, ForceX has since decided to launch a line of products - branching out from traditional programmatic contract work. The goal was to position this product line to compete with the non-traditional defense start-ups popping up in the market left and right. If we were to compete, we needed to start behaving, acting, and looking like a Silicon Valley start-up.
About:
We started with a handful of surveys, meetings, and calls to hammer out exactly what it meant to be ForceX. We got input from key stakeholders who had been at the company for 20 years to 3 years, leveraging input from the executives to the product owners to the software developers. We used a Brand Heart cheat sheet to help guide the discussion around what the ForceX Mission, Purpose, Vision, and Values should be.
From there, we iterated on logo ideas until we came up with a polished mark. At the heart of this mark is our unique ‘X’, symbolizing the Force Multiplier that our company is. Five lines representing different markets we intend to capture with our software blend seamlessly with the radio wave-like shape which calls back to where ForceX got it’s start by helping integrate software and radio in the early 2000s.
Once the mark was complete, comprehensive brand guidelines were built incorporating type, color, iconography, motion, and more. But most importantly, I got to make a sick hype video for the launch.
