Premium
One voice, one force: Identity at the USAF
Author(s) -
Cooke Kenneth R.
Publication year - 2002
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2002.tb00301.x
Subject(s) - pride , slogan , symbol (formal) , identity (music) , diversity (politics) , public relations , public speaking , political science , sociology , law , advertising , computer science , aesthetics , business , art , politics , programming language
In 1947, the US Air Force was established as an independent branch of the American armed forces. By 1999, it had more than one million members divided among nine specialized commands, each with its own mission and esprit de corps. Looking to encompass this diversity with a single identity, the USAF engaged Kenneth Cooke and his colleagues and discovered that design—through a new symbol, a new slogan, and new advertising—could help instill unity, organizational pride, and a strong public image.