Visual communications –RM Support Logos & Marketing Campaign

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When Hartwood was first awarded the ARDB contract, one of the first things we identified was an extremely disaggregated knowledge base throughout the records management (RM) community. Previous contracts had put out obsolete guidance that were still in circulation, critical policy pointed to websites where links/resources no longer worked/were accessible, and the look and feel of USMC RM reflected the same bare-bones framework from the last decade. Putting ourselves in position of these RMs, Hartwood quickly realized that program “buy-in,” especially at the forefront of a mass migration/transition to electronic RM (ERM), was at an all-time low.  

CHALLENGE:  Our challenge was three-fold: 1) to create products that would intrinsically address, if not directly counter outdated information/practices already in circulation, 2) to give an overall “face-lift” to the Marine Corps RM program, and 3) to ensure that the “new-and-improved” RM program would resonate within the community long-term.   

SOLUTION: In developing two system solutions for RM, Hartwood hired a Graphic Design and Visual Communications Specialist to design, market, and brand these solutions to the community. These efforts culminated in a series of custom-tailored logos and taglines, all of which support the Marine Corps’ three-phased migration to ERM compliance. Most notably, we have also created a Records Manager of the Marine Corps (RMMC) logo to distinguish the RM section from the other three sections (i.e., Forms, Directives, and Reports) inherent to ARDB. This logo and tagline have since been integrated into all ARDB personnel email signature blocks, products, training, etc. It is the only section within ARDB to have this distinction. We are also in the process of codifying the use of these branding concepts in a comprehensive Style Guide, which will serve to canonize these efforts for current and future use. 

RESULT:  As a result of Hartwood’s efforts, our logos are becoming increasingly stand-alone symbols throughout the enterprise. When customers see the RMMC logo in our signature blocks, despite being contract support, they know we speak on behalf of ARDB. Furthermore, our products all complement each other with a similar “look and feel,” color schematic, and design. While these changes may appear minor, to the customer they reflect a visual maturation of the RM, solicit stakeholder buy-in, and distinguish Hartwood products from that of the rest of the Marine Corps.