Coley Porter Bell Creative Royal Air Force

RAF is hoping a new campaign identity can help it be seen as ‘innovative and diverse’


By Natalie Mortimer, N/A

June 1, 2016 | 2 min read

As it approaches its 100th year the RAF has rolled out a new campaign and identity to appeal to millennials and ultimately change perceptions of what a career in the RAF looks like.


The campaign, created by branding agency Coley Porter Bell, is titled 'RAF100' and has a dual aim; to remind people of the RAF’s contribution to British life over the last century ahead of the 100th anniversary in 2018, and present a career in the industry as an attractive option.

The agency was given the brief to help prospective recruits view the RAF as 'innovative, diverse and full of opportunity'. The resulting campaign identity is built around the 'RAF100' and 'RAF@100' letter forms which evolved from the core RAF logo.

These act as both a marque and a window allowing graphic layering of past, present and future RAF activities and also have the flexibility to be used in different orientations.

The use of the @100 device also helps to present the RAF in a more contemporary way.

Air Commodore Nigel Bradshaw at the RAF, commented: “Coley Porter Bell has created a fantastic campaign identity for our centennial celebrations. They truly understood our goals and worked closely with us to achieve a bold campaign platform that will undoubtedly help to transform the public’s perception of the RAF.’’

Coley Porter Bell Creative Royal Air Force

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