Adapting for the future
Advantage in the future battlespace relies increasingly on having a fully connected system-of-systems across every domain – land, air, sea, cyber and space. No other company has the breadth and depth of expertise in each of these areas, making BAE Systems the best partner to help customers achieve this advantage.
But where previously, BAE Systems’ competition comprised of a handful of other defence primes, today it includes anything from global data management providers to hundreds of small tech start-ups. To remain competitive, BAE Systems needed to become more agile and dynamic, integrating advanced technologies both across domains and from a growing ecosystem of providers, at once.
The aim of the brand refresh was to shift perceptions away from legacy defence to a modern, technology-led company with a coherent brand story around integration, adaptation, and partnership. We designed a dynamic visual identity system of adaptable, overlapping panels that represent their unparalleled skills in bringing things together – technologies, talent, investment and experience. Making this clear within BAE Systems brand identity helped foster new levels of engagement across the organisation uniting the businesses in a common mission to provide the critical advantage in the connected future battlespace.
