Company Profile: Provider of rescue training to Law Enforcement, Fire and Rescue, Public Works employees, recreational safety, Industrial rescue teams and private business.

Objective: American Rescue initially wanted an image that conveyed power and patriotism but inevitably opted for a design that reflected the progressive education they provide. Their end goal was to have an image that sets them apart from their competition.

Design & Color Theory: We began the creative phase with a range of possibilities but soon narrowed focus to two concepts, an eagle form within an "A" and a combination of the "A" & "R" as an icon. The creative manipulation of the two letters was the chosen design. The logotype is slightly italicized to suggest movement. Slanted color bars and photographs also convey a fast paced environment such is that of the rescue industry. We chose red and black, a combination that worked well because one is bright, the other is dark, offering a nice contrast to the mark. Of course red was also used as it is commonly associated with help and rescue.

All of the photos in the brochure have an excitement to them that adds subtle urgency to the piece while still communicating all of the training they provide.