Arcfield

A discreet identity system for a mission-critical U.S. defence and intelligence carve-out.

Industry
Defense & Intelligence

Role
Senior Designer

Agency
Siegel+Gale

Project Type
Logo, Brand World, Visual Identity System & Brand Implementation

Status
Finalised & Live

The challenge

Arcfield required a disciplined identity system to unify complex defence capabilities under a single, integrated architecture.

My Role

As Senior Designer, I authored the selected wordmark and developed the full visual identity system from strategic framework through to rollout and governance.

Strategic translation

Strategic principles translated into visual structure.

Identity system

A geometric wordmark anchored by a scalable arc device — engineered for clarity and control.

System architecture

The identity originates from a primary circular geometry. When deployed as a full viewfinder construct, a central horizon plane establishes spatial hierarchy and image containment. The arc, derived from this form, functions independently as a scalable framing device across applications.

Typographic & colour framework

Rounded geometry and calibrated hierarchy reinforce the arc language across every touchpoint.

Application & rollout

Developed into a complete identity toolkit across digital, internal, and environmental applications.

Governance

Formalised into a structured guideline to ensure long-term clarity and consistency.

Selected exploration

Exploration across shortlisted naming territories before refining the selected direction.

Credit

Creative Director: Sophie Lutman
Brand Strategy: Siegel+Gale team
Visual Identity & System: Mark Derbyshire

‹ Previous

› Next