FLYING CROSS BRAND IDENTITY & INSTORE DISPLAY
When I was asked to redefine the visual equity of industry-leading uniform systems brand Flying Cross for the first time in its history, it sounded like an interesting challenge. Once I dug into the history of the brand I began to realize it was really quite an honor. Flying Cross has been the uniform authority for military, police, first responders and public transport since 1842, their uniforms have even been worn by General George Armstrong Custer. With a brand that hadn't changed in more than 100 years, I knew I needed to create an identity that would be as timeless and classic as the uniforms themselves.
I was inspired by the Distinguished Flying Cross medal the company's name is derived from, but also by automobile insignia and historic relics like the Celtic cross. I tasked myself with developing a mark that answered the question, "What would happen if a military medal of honor, the Detroit Red Wings logo and a Celtic cross had a baby?"