Case Study: MITRE achieves a clearer, more scalable brand identity with Tank Design

MITRE builds a scalable brand system with Tank Design for 2 core brand devices

MITRE, a not-for-profit organization working in the public interest, faced the challenge of needing to build a more visible and cohesive brand to support its expansion into public-private partnerships and to compete for top talent. Tank Design partnered with them to develop a scalable brand strategy and visual identity system to clearly communicate its complex capabilities.

Tank Design created a distinct visual identity system featuring two brand devices: a highlighter to surface critical insights and a framing device to direct attention to core impact areas. They also developed comprehensive brand guidelines to ensure consistency. The solution was launched internally first to build employee adoption and advocacy, creating a strong foundation for the brand's external expression and enabling MITRE to communicate its expertise more effectively.

MITRE