Daughters of the American Revolution

The Brief

The new logo reinforces DAR as a relevant, vibrant organization, while still allowing the DAR to be easily identified.

Scope Brand Identity · Logo Design

The Challenge

DAR had no formal branding. Their clip art flag logo had spread unevenly across thousands of state, local, and international chapters, each of which had customized it differently over the years. Inconsistent colors, proportions, and variations had multiplied across the organization, and multiple in-house divisions had created their own marks entirely. The result was a fragmented visual identity with no shared brand language to unify the membership.

Our Approach

We presented three concept directions: a refined refresh of the existing flag motif, bold new designs built around the American flag, and more radical patriotic concepts. DAR chose the refined refresh. The updated mark, a stylized star and stripes, symbolizes the waving American flag, with three stripes representing the organization's founding principles: historic preservation, education, and patriotism. We paired the new logo with a comprehensive brand standards guide covering usage rules, approved variations, dos and don'ts, and updated mission and vision statements.

The Work

The Daughters of the American Revolution is one of the oldest patriotic organizations in the United States, with more than 185,000 members across 3,000+ chapters worldwide. When DAR came to Sutter Group, they were working with a clip art flag logo that had spread unevenly across thousands of chapters, with no formal brand standards to unify them. We helped them establish their first true brand identity, one that honored their storied history while positioning the organization for the next generation of members.