The Louisiana Department of Veterans Affairs aids residents of the State of Louisiana who served in the Armed Forces of the United States during any war, combat or special periods of service during peacetime, along with their dependents and beneficiaries. So, when we got the call from LDVA asking for an updated logo, we took great pride in being able to serve those who serve! The folks at LDVA wanted their reimaged logo to have a more uniquely Louisiana look and feel that would be both memorable and distinctive. We chose to use a pelican in flight to honor Louisiana by depicting its state bird and to emphasize strength and action. The pelican’s wings in flight leant themselves very nicely to adding a flag-waving element into the design.
Simultaneously, our web development team was working to redesign and rebuild the LDVA website to better serve the folks that use it—our nation’s veterans. The site needed to be streamlined for ease and functionality and approachable. The site ensures that veterans in Louisiana can access information about their benefits, care and education with a simple click. Additionally, the site features a location map that helped to serve a need for the LDVA—that way veterans know which office was most convenient for them, all while sharing that Louisiana is a great place for veterans to live!
Project Goals
The goal of this project was to create a new logo that would resonate with the LDVA’s audience and stakeholders that had a distinctive Louisiana feel while maintaining an American Armed Forces aesthetic, as well as design a streamlined and functional website that veterans could use with ease.
Strategy
For this project the Covalent Logic strategies and creative team spent time researching Veterans Affairs offices from other states to obtain a wide perspective on how other states were approaching art and identity. We discovered that very few agencies were paying homage to the state that they served and rather, kept their art American Armed Forced-themed. We opted to make LDVA’s mark unique in that it paid homage to the veterans of Louisiana, specifically.
Audience
Veterans, their families and stakeholders
