Min Defensa

Creating a flexible brand identity for Colombia’.s Armed Forces.


The Ministry of National Defense (Mindefensa) is the highest authority in matters of defense, security and military affairs of Colombia. The Armed Forces, with are part of this ministry, are one of the most prestigious armies in the world. However, with the signature of the peace treaty, the Armed Forces of Colombia undertook a process of profound transformation to reinvent themselves and prepare the army for the future. For this, they created a program called “Transformation and Future of the Public Force” and needed a brand identity for that program.


Marqas conducted an communications audit and an analysis of the perceptions of the Armed Forces. With this input, we developed a brand strategy in which we recommended that they adopt a positioning related to the idea of ​​security and expertise: “A safe country is a country capable of everything”. We also recommend rethinking the brand identity of the four forces — the Army, the Navy, the Air Force and the Police — that until then used independent brand identities. We determined that the best solution was a model of brands with similar visual identities so that they could be seen as belonging to the same family. We also created the slogan “Seguro que sí” that synthesizes the positioning and helps to broaden perceptions of the organization given that today military and police capabilities extend beyond defense issues to many areas of the country’s development.

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