L3Harris
Brand identity for a multi-billion dollar defense merger. Fast. Forward.
In 2018, L3 Technologies and Harris Corporation merged to form L3Harris Technologies, creating the sixth-largest defense contractor globally. This merger necessitated a new brand identity that would reflect the combined entity's scale, innovation, and commitment to delivering advanced defense and aerospace solutions.
In 2018, L3 Technologies and Harris Corporation merged to form L3Harris Technologies, creating the sixth-largest defense contractor globally. This merger necessitated a new brand identity that would reflect the combined entity's scale, innovation, and commitment to delivering advanced defense and aerospace solutions.
As the lead designer responsible for design, logo, motion, and UI/UX at Thackway McCord, I collaborated closely with Creative Director Kat McCord and Design Lead David Weiss to develop a comprehensive brand system. Our objective was to create a visual identity that embodied technological advancement, interoperability, and global connectivity.
The resulting logo, particularly when animated, conveys fast-paced interconnectivity in a global context, serving as the cornerstone of the new visual identity. This system extended across various applications, including digital platforms, physical environments, and communication materials, ensuring consistency and adaptability.
The branding project received industry recognition, earning a Silver award at the Transform Awards North America 2020 for Best Corporate Rebrand Following a Merger or Acquisition.
Strategic assessment
Conducted in-depth research into the legacy brands of L3 Technologies and Harris Corporation, analyzed competitors, and engaged with stakeholders to identify strengths and opportunities. This assessment informed the strategic approach to the new brand's visual positioning.
Brand architecture development
Designed core identity elements, including the logo, typography, color palette, and graphic language. Developed a dynamic system adaptable to both digital and physical applications, from aircraft components to trade show displays.
Identity system creation
Designed core identity elements, including the logo, typography, color palette, and graphic language. Developed a dynamic system adaptable to both digital and physical applications, from aircraft components to trade show displays.
Environmental & exhibition design
Developed signage systems and exhibition booth designs for major industry events. Created immersive brand experiences that showcased L3Harris technologies while reinforcing the new brand identity.
Signage implementation
Created signage systems for L3Harris facilities worldwide, ensuring consistency in brand application across diverse global locations. Developed specifications for illuminated signs, directional systems, and interior brand elements.
Brand guidelines & governance
Developed comprehensive brand guidelines and asset management systems. Provided training and support for global marketing teams to ensure consistent application of the new identity across all touchpoints.
Digital & print applications
Extended the brand system across a wide range of digital and print touchpoints, including website, social media, and collateral materials. Created templates and assets for ongoing brand application across global teams.
Logo animation
Created dynamic brand animations to introduce the new identity at the merger launch event. These animations visualized the technological sophistication of the new L3Harris entity.
The design process included complex 3D modeling and animation to create a memorable brand reveal moment.
Brand evolution
The logo design underwent multiple iterations and refinements. The final mark successfully represents the merger of two major companies while positioning the new entity for the future.
Agency credits
Agency: Thackway McCord
Creative Direction: Kat McCord
Design Lead: David Weiss
Strategy: Simon Thackway, Jonathan Paisner
Logo Animation: Scyld Bowring
Original geodesic dome script: aadebdeb