NEW YORK– Today, Iraq and Afghanistan Veterans of America (IAVA), the nation’s first and largest nonpartisan, nonprofit organization representing veterans of the wars in Iraq and Afghanistan, unveiled a new brand identity for the groundbreaking organization. The new brand, distinctly different from the previous, captures the energy, youth and diversity of the more than 2.2 million veterans who have served in Iraq and Afghanistan since 9/11. The new brand was designed pro bono by world-renowned branding firm Landor Associates, which has also worked with major companies such as Blackberry, Citi, FedEx and MillerCoors. See the brand elements and story here.
 
“IAVA stands for a different generation and a new future for our country. Our entire movement started with just a small group of veterans. But two wars and two million deployments later, we have grown to over 200,000 members nationwide. As new veterans, we are carving out our own unique place through a distinct identity in our nation’s history,” said IAVA Founder and Executive Director Paul Rieckhoff, “We wanted to capture the dynamism of our members in an easily recognized symbol that for so many IAVA members is badge of honor and pride. They are an innovative generation—and this mark reflects that.  This identity is equally symbolic of a new social movement to rally the country and educate Americans about who we are and what we stand for as veterans. As the nation moves to close the chapter on these wars, we are more committed than ever to keeping the veterans’ movement at the center of the national dialogue so all veterans and military families get the care and support they deserve. Like Livestrong did for cancer, we hope to do for vets.  Landor has been an incredible partner in this endeavor. Their team has set the standard for the rest of the corporate world to step up and serve this newest generation of veterans and their families.”
 
“We’re really honored to create the brand for such an important organization,” said Paul Owen, executive creative director at Landor’s New York office “We couldn’t help but be inspired by IAVA and its members and wanted to capture the respect and recognition they deserve through an identity that would become a symbol of pride and a badge of honor, one they would be proud to wear the rest of their lives.”
 
To help unveil the new brand, IAVA asked members and supporters nationwide to share in one word what IAVA’s mission means to them. IAVA will also leverage the use of social media by asking participants to post their words to Twitter and Facebook.  Click here to explore the new IAVA brand and see how they helped shape its identity. Throughout Memorial Day weekend, IAVA Member Veterans will help rollout the new brand identity while participating in events across the country to honor the sacrifices of our troops and veterans. For the complete list of events, click here. 

If you are a member of the media who wishes to arrange an interview with IAVA Executive Director Paul Rieckhoff or another IAVA Member Veteran, please contact Isabel Black (212) 982-9699 or isabel@iava.org.

About Landor 
Landor Associates is one of the world’s leading strategic brand consulting and design firms. Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Partnering with clients, Landor drives business transformation and performance by creating brands that are more innovative, progressive, and dynamic than their competitors.

Landor’s holistic approach to branding is a balance of rigorous, business-driven thinking and exceptional creativity. Its work spans the full breadth of branding services, including brand research and valuation, brand positioning and architecture, naming and writing, corporate identity and consumer packaging design, branded experience, brand equity management, brand engagement, and digital branding.

With 21 offices in 16 countries, Landor’s current and past clients include some of the world’s most powerful brands, including BlackBerry, Citi, the Council on Foreign Relations, Diageo, Hilton Hotels, HP, Jet Airways, Microsoft, MillerCoors, Panasonic, PGA of America, Procter & Gamble, Taj Hotels  Resorts and Palaces, and Verizon.

Landor is a member of the Young & Rubicam Brands network within WPP, one of the world's largest marketing and communications firms. For more information, please visit landor.com.

About IAVA
Iraq and Afghanistan Veterans of America (www.IAVA.org) is the country's first and largest nonprofit, nonpartisan organization for veterans of the wars in Iraq and Afghanistan and has more than 200,000 Member Veterans and civilian supporters nationwide. Its mission is to improve the lives of this country's newest generation of veterans and their families.

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