Royal Air Force

No Ordinary Job

Brand
Art Direction
Toolkit

The Royal Air Force’s “No Ordinary Job” campaign was crafted with a fresh brand identity designed to capture and convey the true spirit of the RAF. Its mission: to inspire and engage a wide range of audiences while driving recruitment. At the heart of this new identity is a simple yet powerful concept—communicating the RAF as a bold, dynamic, and innovative force. Through sharp typography and striking imagery, the design reflects the speed, energy, and cutting-edge technology that define this world-class organisation, showcasing the RAF as not just a job, but a thrilling and high-tech adventure.

This is No Ordinary Job. Propel yourself to new heights, faster than you’ve ever imagined.

Logo lockup.

Photography.

The aim of the photographic style was to capture real personality and energy in the portraits, photographing moments of people in their everyday lives.

Colour treatment.

Colour was a key tool in communicating our brand. Red, blue and white are our brand colours but our bright and energetic duo-tone palette helps bring energy to the identity and works well on and off white.

Key visuals.

Typography is used as a visual metaphor to convey a sense of aviation and flight. This can be expressed purely through a typographic idea or on top level communications. Type can be combined with imagery and strong dynamic slices to help deliver the concept.