We've had a makeover!
Since 2012, we’ve been here to thank the Armed Forces community, the people who serve our country and face extremely challenging situations every day.
The Armed Forces community is always there for us. They work tirelessly to keep us safe, often putting themselves in danger to do so. We’re here to show our appreciation for their service and sacrifice.
Today - we’re doing more, delivering more, and giving more than we ever have to the people we’re here to support.
That’s why our brand has changed.
We need to think bigger, look smarter and be more up to date.
A visual brand that’s ready for the future
A lot’s changed since Defence Discount Service launched back in 2012. We now have more than 650,000 members accessing online discounts, half of which also have a Defence Privilege Card to redeem discounts on the high street. We’re offering our members the opportunity to save more money than ever before, with over 10,000 exclusive discounts on brands we know they love.
Our new logo
It’s time to take a look at some of the key elements of our new brand. Let’s start with our all-important new logo.
Our new shield logo signifies protection, defence, and strength. It is split into three unique elements representing the land, sea and air – a trio that unites our Armed Forces.
Our imagery
We’ve introduced real-life imagery of serving personnel so we can showcase our members in the most authentic way possible. What’s more, we’ll be launching a photography competition very soon, to further showcase the inclusivity and diversity of the Armed Forces. We want you, the people we serve, to become an integral part of the Defence Discount Service brand.
Yes, there will be some changes. Our characters have done a great job for us, but as every area of the business develops, our brand identity needs to follow.
Why our brand is so important
A brand tells people – instantly – who we are, what we stand for and what we believe in.
It’s us, in a nutshell.
It not only tells the world about our values but helps us better connect with you – the Armed Forces community – and form long-lasting, meaningful relationships with our members, our brand partners, and beyond.
From how we show our logo to our people photography, and from our graphic design style to the colours we choose, every little detail – done with consistency - helps to build a great brand.
A brand that people remember, respect and love. We hope you like it!
*We have a little delay getting the new brand live on our website. All will be revealed next week*