To mark The Royal Air Force’s centenary, the RAF wanted to create a visual identity that appeals to veterans and school children alike.

To create this, Coley Porter Bell worked collaboratively with the RAF team using their proprietary Visual Planning methodology. This approach applied practical learnings from neuroscience combined with design flair to create a distinctive identity that captures the confidence, vibrancy and spirit of the RAF.


Coley Poter Bell created a bespoke visual identity which will be featured across all brand touchpoints; from the website and merchandise, to special commemorative UK events and RAF bases across the world.

Inspiration was taken from the iconic RAF Roundel to create a dynamic identity that comes straight from the RAF’s most recognisable asset. Photography was used to bring to life the past, present and future; instilling pride whilst also capturing the RAF’s sense of innovation.

The campaign jointly commemorates the past 100 years of service and looks forward with confidence and excitement to the future.

The campaign will run from 1st April 2018 until late September 2018.