This project was to create and develop a unique new visual identity for the Government Communications Headquarters to promote and celebrate its centennial. By focusing on creating a visual language that subtly and playfully breaks away from the typical cliches associated with intelligence organisations, creating a much more furtive and indirect representation of the GCHQ, while avoiding the stuffy and serious nature of government identity. resembles the abstract vernacular and inherent visual associations with codebreaking and espionage, resulting in simplified machine-like letterform shapes that combine with uncomplicated typography.
As technology was a driving theme of the GCHQ identity, an augmented reality app will ‘decode’ hidden information on posters using a phone’s in-built camera. The app recognises the poster’s secretive visual language, to trigger a reveal, which transforms the poster into a colourful animation, communicating the details of the GCHQ celebratory event held in London.