Armed Forces Covenant

🔗 Connections

Sector

Public sector Defense

Region

Country

Guideline Year

Language

Tags

Official Websites

Brand Guidelines

2019

Brand Summary

Mission

The Armed Forces Covenant is a promise from the nation to those who serve or have served, and their families, ensuring they are treated fairly and are not disadvantaged in their day-to-day lives. It relies on the people, communities, and businesses of the UK to actively support it in order to make a difference [^1].

Core Values

fairness
respect
honour
courage
commitment
unity
dependability
security

Target Audience

Serving personnel, veterans, bereaved, their families, and the wider UK public including communities, businesses, and government bodies [^2].

Personality Traits

human
straightforward
action-orientated
neutral
authoritative
distinctive
engaging

Visual Identity Overview

The visual identity is formal, authoritative, and patriotic, centered around a monochrome brand mark featuring a lion, crown, and Union Jack flag. The color palette includes primary colors (Covenant Grey, Covenant Tan, Covenant White), secondary colors (Covenant Blue, Red, Teal), and tertiary colors for data visualization. Typography is clear and widely available, with Helvetica Neue and Open Sans used for print and digital. Imagery focuses on real people—servicemen, women, families, veterans, and corporate supporters—captured in natural, warm, and emotive ways. Layouts are sharp, consistent, and use panels for headlines, brand marks, and photography [^3].

Categories

Brand Voice

Having a clear tone of voice for our communications is essential to ensure we capture the attention of our audiences and clearly get our message across.
It is also essential that our tone of voice clearly positions this initiative and avoids any confusion with other activities.
Our tone of voice should feel… Human The Covenant is about doing the right thing for Armed Forces people. So the tone and style of our communications should be human. All our communications should capture the sense of being ‘for people by people’.
Our tone of voice should feel… Straightforward At heart, despite the complexity of its landscape and unfamiliarity of the word ‘Covenant’, the idea behind the Armed Forces Covenant is a simple one. We need to keep this in mind and explain things simply, avoiding at all costs the use of institutional terminology.
Our tone of voice should feel… Action-orientated The Armed Forces Covenant will only make a difference if it makes people take action. All communications are always written in the active voice, with clear calls to action.
Our tone of voice shouldn’t feel… Like a charity Although charities are well known and understood, Armed Forces personnel feel it is inappropriate for the Covenant to be seen as charitable. This would disempower them, and position those being supported by the Covenant as charity cases in need of pity.
Our tone of voice shouldn’t feel… Political The Covenant is politically neutral and should be represented as such. Neither should it be presented as solely the responsibility of the government to deliver; the Covenant is a promise by the nation and all parts of society can support it.
Our tone of voice shouldn’t feel… Military Also avoid trying to make the Covenant more tangible by aligning it more closely with the military. While the Covenant does have an inherently military involvement, symbolism that makes this more explicit (e.g. swords) is too ‘combative’, and may prompt negative associations.
Using more direct, positive language and simpler, more concise sentences feels more human, straightforward and action-orientated.
Avoiding repetition and using shorter, more direct sentences and questions feels more human, straightforward and action-orientated.
The expression ‘adopt the same behaviours’ sounds like passive management jargon, so we have rephrased this using language that once again follows our three tone of voice principles.
These messages will occur frequently in our communications. Using them consistently will help us get across what the Armed Forces Covenant is and why people should support it.
The phrase ‘what it means for you’ is straightforward and human, reminding people that our ultimate purpose is helping individuals.

Brand Imagery

Our imagery is based on people; our servicemen and women, their families, veterans and businesses supporting the Armed Forces Covenant.
Imagery is important to build emotive engagement with the messages we want to communicate, so choosing the right image to support the message is essential.
To ensure we have a wide variety of imagery we have created three categories: • Servicemen and women (page 22) • Families and veterans (page 23) • Corporate (page 24)
Selected imagery can be sourced through the Defence Imagery website at: www.defenceimagery.mod.uk UK Government departments have permission to use such imagery for ‘official purposes’ with the correct attribution (e.g. Crown Copyright). Third parties wishing to use images of recognisable individuals can only do so if consent from those individuals has been granted. For further information on Data Protection and Copyright issues, please contact the MOD imagery desk: admin@photos.mod.uk
Terms and conditions of use for images where people are shown may be constrained. Please check the licence terms set out against each image before use. If in doubt, please contact: admin@photos.mod.uk
Our imagery: • Captures real servicemen and women in simple and straightforward ways, focusing on thought-provoking moments. • Evokes an emotional response by using close and intimate crops that give focus to individuals’ facial expressions. • Feels natural and warm, using bright but natural colours from real-life environments -never artificial, dark or gloomy. • Represents a broad range of people serving across the Armed Forces including the Royal Navy, the British Army and the Royal Air Force. • Needs to be distinctive, natural and engaging, so avoid: - Stereotypical Armed Force imagery - Overt colour treatment - Cliched and predictable compositions - People looking directly to camera.
Note: These rules also apply for moving imagery.
Our imagery: • Captures real families and veterans in simple and straightforward ways, focusing on thought-provoking moments such as moments of remembrance and goodbyes. • Evokes an emotional response by using close and intimate crops that give focus to individuals’ facial expressions. • Feels natural and warm, using bright but natural colours from real-life environments -never artificial, dark or gloomy. • Represents a broad range of scenarios from servicemen and women returning home to veterans remembering their time in service and everyday family moments. • Needs to be distinctive, natural and engaging, so avoid: - Overt colour treatment - Cliched and predictable compositions - People looking directly to camera.
Our corporate imagery: • Captures real people in simple and straightforward ways focusing on key moments, such as receiving an award or signing the pledge. • Evokes an emotional response by using close and intimate crops that give focus to individuals’ facial expressions. • Feels natural and warm, using bright but natural colours from real-life environments -never artificial, dark or gloomy. • Needs to be distinctive, natural and engaging, so avoid: - Overt colour treatment - Cliched and predictable compositions
Note If the brand mark is to appear within corporate imagery, it should be incorporated into the composition of the shot, for example on the top of the pledge certificates being signed, on podiums at events or pull-up banners in the background.
The Armed Forces Covenant has not secured the rights to these images as they are for illustrative purposes only, so they cannot be used in any way. This includes making, storing or circulating copies in any medium, internally or externally.

Color Palette

Our colours have been selected to create a distinctive and emotional feel when used in communications, with a sense of dependability and security.
Our two primary colours help to provide a consistent set of colours that will reflect the Armed Forces Covenant.
Our secondary colour palette consists of three colours. These colours are not designated to individual Services when designing communications. Any of the three colours can be used.
These should only be used sparingly such as in graphs or tables, in presentations only.
Covenant Grey C0 M0 Y0 K80 Pantone 425 C R87 G87 B86 #575756
Covenant Tan C26 M24 Y30 K5 Pantone 7528 C R198 G185 B173 #C6B9AD
Covenant White C00 M00 Y00 K00 Pantone White C R255 G255 B255 #FFFFFF
Covenant Blue C100 M58 Y9 K46 Pantone 540 C R0 G60 B113 #003C71
Covenant Red C3 M91 Y86 K12 Pantone 180 C R204 G46 B37 #CC2E25
Covenant Teal C94 M0 Y48 K0 Pantone 646 C R0 G159 B152 #009F98
C77 M100 Y0 K31 Pantone 2627 C R77 G25 B101 #4D1965
C85 M24 Y0 K0 Pantone 2925 C R0 G146 B212 #0092D4
C0 M48 Y100 K0 Pantone 144 C R243 G150 B0 #f39600
Our charts and graphs: • Use our primary and secondary colour palettes with the additional use of our tertiary colours when required. Please note our tertiary colours should be used sparingly and only when all the primary and secondary colours have been used first.
Avoid using gradients, drop shadows, 3D shapes or any other ‘special effects’.
The brand mark can be used on any of the secondary colours alongside the two primary colours, always appearing in white and at a 15% tint.

Typography

Our typeface has been chosen for its clarity and wide availability, ensuring a consistent application across all our communications.
It should be used simply and the focus should be on ensuring clarity of the message and call to action.
For guidance on applying typography to communications, refer to the ‘Best Practice Examples’ section on page 29.
Headline Helvetica Neue Bold Condensed
Sub heading and body copy Helvetica Neue Bold Helvetica Neue Roman
Use this for big statement headlines
Use this for sub-headings
Use this for body copy. Apiciatiis minus volut eictur, sime. Modis ute que non est estis vent. Namet expellibus simpedi tioribeaque volo voleseque veliqui reptaspernam hicatur, cor autatur repra num fugit aut raturerum eostem harcius re, quas sume eaque dignatures quas et et offici
Online typefaces Open Sans Bold
Open Sans Regular
Use this for subheadings
Si doluptatur?Apiciatiis minus volut eictur, sime. Modis ute que non est estis vent. Namet expellibus simpedi tioribeaque volo voleseque veliqui reptaspernam hicatur, cor autatur repra num fugit aut raturerum.
Our charts and graphs: Should feel bold and punchy through use of colour and typefaces; Helvetica Neue Bold Condensed to pull out key stats and numbers and Helvetica Neue Regular for any keys or labelling.

Logo Usage

Our primary brand mark always appears in 80% black. This is to ensure our mark remains consistent across all of our communications and provides a neutrality towards the Services; not drawing attention to a single part of the mark through the use of colour.
For maximum standout and legibility, it is important for the Armed Forces Covenant brand mark to keep a sufficient exclusion zone around it.
The exclusion zone is based on the height of the Crown, indicated opposite. No other elements should encroach on this zone.
Our positive brand mark should be present on all brand communications, always appearing on a white background or logo panel (see page 25 for further details).
Our negative brand mark is only to be used in exceptional circumstances where a reversed out version of the brand mark is required.
For printed communications the minimum size of the brand mark is 20mm.
Always use a master artwork file for the mark. These are available at: Armed Forces Covenant or via the Defence Brand Portal: www.defencebrandportal.mod.uk.
Never adjust or modify the files in any way.
The brand mark position varies depending on its application: Literature The brand mark always appears in the top right, acting as the lead into the communication. Advertising/posters The brand mark always appears in the bottom right, acting as a sign-off for the key message. Stationery The brand mark always appears in the top right, acting as the lead into the communication. Digital In digital communications the brand mark appears in the top left corner, as per industry standards.
The Armed Forces Covenant brand mark may be used alongside other third-party logos where a corporate or business is offering support for the Covenant.
The Armed Forces Covenant brand mark should always appear after any third-party logos.
The weight of the line separating the two brand marks should be set to the same weight as the line between ‘Armed Forces’ and ‘Covenant’ in our brand mark.
The Armed Forces Covenant brand mark always sits to the right of the HM Government logo.
Always use a master artwork file for the gold, silver and bronze logos (as shown on the right). These are available at: Armed Forces Covenant or via the Defence Brand Portal: www.defencebrandportal.mod.uk.
Our brand mark is a distinctive element of our brand. We can proudly use it across our communications when the use of photography is limited.
Our perfect crop of the brand mark shows the majority of the lion, half of the Union Flag and the entire Crown.
Always include the entire Crown wherever possible when cropping the brand mark.
The brand mark can be used on any of the secondary colours alongside the two primary colours, always appearing in white and at a 15% tint.

Tone And Messaging

Having a clear tone of voice for our communications is essential to ensure we capture the attention of our audiences and clearly get our message across.
It is also essential that our tone of voice clearly positions this initiative and avoids any confusion with other activities.
Our tone of voice should feel… Human The Covenant is about doing the right thing for Armed Forces people. So the tone and style of our communications should be human. All our communications should capture the sense of being ‘for people by people’.
Our tone of voice should feel… Straightforward At heart, despite the complexity of its landscape and unfamiliarity of the word ‘Covenant’, the idea behind the Armed Forces Covenant is a simple one. We need to keep this in mind and explain things simply, avoiding at all costs the use of institutional terminology.
Our tone of voice should feel… Action-orientated The Armed Forces Covenant will only make a difference if it makes people take action. All communications are always written in the active voice, with clear calls to action.
Our tone of voice shouldn’t feel… Like a charity Although charities are well known and understood, Armed Forces personnel feel it is inappropriate for the Covenant to be seen as charitable. This would disempower them, and position those being supported by the Covenant as charity cases in need of pity.
Our tone of voice shouldn’t feel… Political The Covenant is politically neutral and should be represented as such. Neither should it be presented as solely the responsibility of the government to deliver; the Covenant is a promise by the nation and all parts of society can support it.
Our tone of voice shouldn’t feel… Military Also avoid trying to make the Covenant more tangible by aligning it more closely with the military. While the Covenant does have an inherently military involvement, symbolism that makes this more explicit (e.g. swords) is too ‘combative’, and may prompt negative associations.
Using more direct, positive language and simpler, more concise sentences feels more human, straightforward and action-orientated.
Avoiding repetition and using shorter, more direct sentences and questions feels more human, straightforward and action-orientated.
The expression ‘adopt the same behaviours’ sounds like passive management jargon, so we have rephrased this using language that once again follows our three tone of voice principles.
These messages will occur frequently in our communications. Using them consistently will help us get across what the Armed Forces Covenant is and why people should support it.
The phrase ‘what it means for you’ is straightforward and human, reminding people that our ultimate purpose is helping individuals.
Always capital ‘A’ and ‘F’.
When referring to the single Services, the Royal Navy comes first, then the British Army and finally the Royal Air Force.
Note that ‘the’ does not need to be capitalised.
Always capital ‘A’, ‘F’ and ‘C’.
The abbreviated form ‘the Covenant’ may be used, but only where the Covenant is referred to on at least two occasions and the first must use the full form in each context. No other abbreviated forms can be used – including the acronym ‘AFC’.
Always capital ‘C’.
Always lowercase ‘d’ as it refers to a general category. To refer to the Ministry of Defence or Armed Forces, use those terms instead. Note that the American spelling ‘defense’ is incorrect in British usage.
Always lowercase ‘g’ – unless part of a title e.g. ‘Her Majesty’s Government’, ‘the British Government’.
Always capital ‘M’, lowercase ‘o’ and capital ‘D’. Do not use the acronym ‘MoD’.
Always capital ‘M’, as this term is exclusively used to refer to the British Monarchy.
Always lowercase ‘n’ unless the context requires a capital (as here).
Capital ‘S’ when referring to the single Services (the Royal Navy, British Army and Royal Air Force). Lowercase when used in other contexts, for example ‘four years’ service’ or ‘services we offer’.
Note ‘servicemen’ is one word and does not take a capital ‘S’. When referring generally to people in the Services, always use the phrase ‘servicemen and women’.

Brand Values

The Armed Forces Covenant is not a charitable organisation. It is a promise from the nation to those who serve or who have served, and their families, which says we will do all we can to ensure they are treated fairly and are not disadvantaged in their day-to-day lives.
The Armed Forces Covenant relies on the people, communities, and businesses of the UK to actively support it in order to make a difference.
Applying these guidelines consistently will help us create messages that resonate effectively and ultimately help increase understanding of the disruption and sacrifices faced by those who serve in our Armed Forces.
A promise by the nation. The Covenant is a promise from the nation ensuring that those who serve or who have served in the Armed Forces, and their families, are treated fairly.
To those who proudly protect our nation, who do so with honour, courage, and commitment, the Armed Forces Covenant is the nation’s commitment to you.
It is a pledge that together we acknowledge and understand that those who serve or who have served in the Armed Forces, and their families, should be treated with fairness and respect in the communities, economy and society they serve with their lives.
We, the people, recognise this duty to you who so bravely do yours.

Visual Style

As a result, our primary brand mark always appears in 80% black. This is to ensure our mark remains consistent across all of our communications and provides a neutrality towards the Services; not drawing attention to a single part of the mark through the use of colour.
For maximum standout and legibility, it is important for the Armed Forces Covenant brand mark to keep a sufficient exclusion zone around it. The exclusion zone is based on the height of the Crown, indicated opposite. No other elements should encroach on this zone.
Our positive brand mark should be present on all brand communications, always appearing on a white background or logo panel (see page 25 for further details).
Our negative brand mark is only to be used in exceptional circumstances where a reversed out version of the brand mark is required.
For printed communications the minimum size of the brand mark is 20mm.
Always use a master artwork file for the mark. These are available at: Armed Forces Covenant or via the Defence Brand Portal: www.defencebrandportal.mod.uk.
Never adjust or modify the files in any way.
The brand mark position varies depending on its application: Literature: The brand mark always appears in the top right, acting as the lead into the communication. Advertising/posters: The brand mark always appears in the bottom right, acting as a sign-off for the key message. Stationery: The brand mark always appears in the top right, acting as the lead into the communication. In digital communications the brand mark appears in the top left corner, as per industry standards.
The Armed Forces Covenant brand mark may be used alongside other third-party logos where a corporate or business is offering support for the Covenant. The Armed Forces Covenant brand mark should always appear after any third-party logos. The weight of the line separating the two brand marks should be set to the same weight as the line between ‘Armed Forces’ and ‘Covenant’ in our brand mark.
The Armed Forces Covenant brand mark always sits to the right of the HM Government logo.
The weight of the line separating the two brand marks should be set to the same weight as the line between ‘Armed Forces’ and ‘Covenant’ in our brand mark.
Always use a master artwork file for the gold, silver and bronze logos (as shown on the right). These are available at: Armed Forces Covenant or via the Defence Brand Portal: www.defencebrandportal.mod.uk.
Our colours have been selected to create a distinctive and emotional feel when used in communications, with a sense of dependability and security.
Our two primary colours help to provide a consistent set of colours that will reflect the Armed Forces Covenant.
Our secondary colour palette consists of three colours. These colours are not designated to individual Services when designing communications. Any of the three colours can be used.
These should only be used sparingly such as in graphs or tables, in presentations only.
Covenant Grey C0 M0 Y0 K80 Pantone 425 C R87 G87 B86 #575756
Covenant Tan C26 M24 Y30 K5 Pantone 7528 C R198 G185 B173 #C6B9AD
Covenant White C00 M00 Y00 K00 Pantone White C R255 G255 B255 #FFFFFF
Covenant Blue C100 M58 Y9 K46 Pantone 540 C R0 G60 B113 #003C71
Covenant Red C3 M91 Y86 K12 Pantone 180 C R204 G46 B37 #CC2E25
Covenant Teal C94 M0 Y48 K0 Pantone 646 C R0 G159 B152 #009F98
C77 M100 Y0 K31 Pantone 2627 C R77 G25 B101 #4D1965
C85 M24 Y0 K0 Pantone 2925 C R0 G146 B212 #0092D4
C0 M48 Y100 K0 Pantone 144 C R243 G150 B0 #f39600
Our typeface has been chosen for its clarity and wide availability, ensuring a consistent application across all our communications.
It should be used simply and the focus should be on ensuring clarity of the message and call to action.
Headline Helvetica Neue Bold Condensed
Sub heading and body copy Helvetica Neue Bold Helvetica Neue Roman
Online typefaces Open Sans Bold Open Sans Regular
Our imagery is based on people; our servicemen and women, their families, veterans and businesses supporting the Armed Forces Covenant.
Imagery is important to build emotive engagement with the messages we want to communicate, so choosing the right image to support the message is essential.
To ensure we have a wide variety of imagery we have created three categories: • Servicemen and women (page 22) • Families and veterans (page 23) • Corporate (page 24)
Selected imagery can be sourced through the Defence Imagery website at: www.defenceimagery.mod.uk UK Government departments have permission to use such imagery for ‘official purposes’ with the correct attribution (e.g. Crown Copyright). Third parties wishing to use images of recognisable individuals can only do so if consent from those individuals has been granted. For further information on Data Protection and Copyright issues, please contact the MOD imagery desk: admin@photos.mod.uk
Terms and conditions of use for images where people are shown may be constrained. Please check the licence terms set out against each image before use. If in doubt, please contact: admin@photos.mod.uk
These rules also apply for moving imagery.
The Anned Forces Covenant has not secured the rights to these images as they are for illustrative purposes only, so they cannot be used in any way. This includes making, storing or circulating copies in any medium, internally or externally.
Our graphic layout helps to create a sharp and consistent outward-facing communications framework. It includes a panel for headlines and copy, a panel for our brand mark and an additional panel for photography (where available).
Photography-led comms
Typography-led comms
Our key lines help to provide an authoritative and distinct graphic element, as well as framing our tone of voice. Our key lines should only be used on primary headlines and should only appear on the front or lead communications (for example, on advertising or the front cover of a brochure).
Our brand mark is a distinctive element of our brand. We can proudly use it across our communications when the use of photography is limited.
The perfect crop of the brand mark shows the majority of the lion, half of the Union Flag and the entire Crown. Always include the entire Crown wherever possible when cropping the brand mark.
The brand mark can be used on any of the secondary colours alongside the two primary colours, always appearing in white and at a 15% tint.
Our charts and graphs help make data and information clear, digestible and engaging. Our charts and graphs: • Use our primary and secondary colour palettes with the additional use of our tertiary colours when required. Please note our tertiary colours should be used sparingly and only when all the primary and secondary colours have been used first. • Should feel bold and punchy through use of colour and typefaces; Helvetica Neue Bold Condensed to pull out key stats and numbers and Helvetica Neue Regular for any keys or labelling. • Avoid using gradients, drop shadows, 3D shapes or any other ‘special effects’.

Layout And Composition

Our graphic layout helps to create a sharp and consistent outward-facing communications framework. It includes a panel for headlines and copy, a panel for our brand mark and an additional panel for photography (where available).
Examples of how our graphic layout can flex on photography-led literature covers:
Examples of how our graphic layout can flex on typographyled literature covers:
Examples of how our core elements come together within literature spreads. A combination of primary and secondary colours can be used for bold background colours, adding pace and energy.
Examples of how we can use our core elements in advertising such as outdoor, press and display.
An example of how our core elements come together in digital communications:
We have created a suite of stationery using our core elements with a simple and elegant layout, to ensure our correspondence is in a highly legible format.
Examples of how our core elements can be applied to event materials:
Examples of how our core elements can be applied to events material:
Examples of how our core elements can be applied to branded promotional items:

Co Branding

The Armed Forces Covenant brand mark may be used alongside other third-party logos where a corporate or business is offering support for the Covenant.
The Armed Forces Covenant brand mark should always appear after any third-party logos.
The weight of the line separating the two brand marks should be set to the same weight as the line between ‘Armed Forces’ and ‘Covenant’ in our brand mark.
The Armed Forces Covenant is a cross-government initiative and all government departments have an interest in promoting and delivering it. Therefore the Armed Forces Covenant logo may be placed alongside the HM Government logo when used to denote official support of the initiative by a government department.
The Armed Forces Covenant brand mark always sits to the right of the HM Government logo.

Brand Architecture

The Armed Forces Covenant exists within a complex network of organisations, associations and allegiances that is challenging to understand and explain.
Our core structural diagram therefore illustrates the central, organising role that the Covenant has in bringing together these different components in order to help our servicemen, women and their families; providing an overview of the Armed Forces support network.
The people the Covenant is designed to help are at the core of the diagram to emphasise that they are the most important element. We place the Covenant around them to indicate the support that it provides. The Covenant then acts as the nucleus pulling in support from all the disparate groups that play a role. These groups can be broadly categorised as: 1 -The nation Commercial organisations, civil society (communities and individuals) and the Crown (the head of the Armed Forces). We have placed the Crown at the top to indicate the Monarch’s role as Head of the Nation. 2 -The government Local authorities, government departments and the Prime Minister and Cabinet. 3 -The Armed Forces community Single Services and Armed Forces related charities.

Event Materials

Event materials Pull-up banners Examples of how our core elements can be applied to event materials:
PROUDLY SUPPORTING THOSE WHO PROUDLY SERVE. SUPPORTING THOSE WHO SERVE. PROUDLY SUPPORTING THOSE WHO SERVE. PROUDLY SUPPORTING THOSE WHO SERVE.
Event materials Podiums/backdrops Examples of how our core elements can be applied to events material:
The setting appears to be an indoor venue designed for a formal event, such as a press conference or presentation, with lighting focused on the backdrop and podium to highlight the symbols and branding, and the image presented in a clean, minimalistic style with neutral colors primarily in white, gray, and yellow accents.

Stationery

No data was found in the selected collection for your question. This could be due to a system configuration issue, or there may not be relevant data matching your query. Suggestion: Try rephrasing your question with more specific information, or contact support if you believe this is a technical error.

Branded Promotional Items

Examples of how our core elements can be applied to branded promotional items:
Note: Please check with Defence Intellectual Property Rights for guidance and rules on the use and creation of branded promotional items: DIPR-Merch@mod.uk

Covenant Pledge Certificates

Businesses and other organisations can show their support by signing an Armed Forces Covenant pledge certificate.
ARMED FORCES COVENANT Atkins We, the undersigned, commit to honour the Armed Forces Covenant and support the Armed Forces Community. We recognise the value serving personnel, both Regular and Reservists, Veterans and military families contribute to our business and our country. Signed on behalf of: Atkins Signed: Mr Nick Roberts Position: CEO UK & Europe 9th December 2015 ATKINS
ARMED FORCES COVENANT Atkins We, the undersigned, commit to honour the Armed Forces Covenant and support the Armed Forces Community. We recognise the value serving personnel, both Regular and Reservists, Veterans and military families contribute to our business and our country. Signedonbehalfof: Signed on behalf of: Ministry of Defence Atkins Signed: Name: Mr Julian Brazier TD MP Mr Nick Roberts Parliamentary Under Secretary of Position: State and Minister for Reserves Position: CEO UK & Europe Date: 9th December 2015 9th December 2015 I’ of Defence Ministry ATKINS

Employer Recognition Scheme

The employer recognition scheme publicly recognises employers’ efforts to support defence personnel issues, such as employing reservists and veterans, while encouraging others to do the same.
There are three individual marks for each of the awards, bronze, silver and gold. See page 43 for how these appear in different communications.
Always use a master artwork file for the gold, silver and bronze logos (as shown on the right). These are available at: Armed Forces Covenant or via the Defence Brand Portal: www.defencebrandportal.mod.uk.
Never adjust or modify the files in any way.
EMPLOYER RECOGNITION SCHEME BRONZE AWARD Bronze Award Holders Pledge to support the Armed Forces, including existing or prospective employees who are members of the community. Promote being Armed Forces-friendly and are open to employing Reservists, Armed Forces Veterans (including the wounded, injured and sick), Cadet Instructors and military spouses/ partners. Receive an electronic certificate and logos to display on their website, stationery and other collateral.
EMPLOYER RECOGNITION SCHEME SILVER AWARD Silver Award Holders Demonstrate support for service personnel issues and employ at least one member of the Armed Forces community. Actively communicate and uphold a positive stance to their employees via established HR policies and procedures. Show flexibility towards annual training and mobilisation commitments of Reservist employees and support the employment of Cadet Instructors, Armed Forces Veterans (including the wounded, injured and sick) and military spouses/partners. Collect their certificate at a regional silver awards ceremony, receive silver logos to display and are themselves displayed on the Employer Recognition Scheme website.
EMPLOYER RECOGNITION SCHEME GOLD AWARD Gold Award Holders Proactively advocate and support defence, communicating their commitment both to employees and the wider community through established policies and examples of support. Are positive to all service personnel during recruitment. Enable Reservists to fulfil their annual training and mobilisation commitments and demonstrate significant support for Cadet Instructors, Armed Forces Veterans (including the wounded, injured and sick) and military spouses/partners. Collect their award at a prestigious national event, receive gold logos to display and are themselves displayed on the Employer Recognition Scheme website.
Organisations that are awarded an Employer Recognition Award will receive an electronic certificate and a logo to display on their website.
Please see page 12 for the suite of award logos.

Additional Properties

Property	Value
Wikidata Link	Open Wikidata

Property	Value
Uk Parliament Thesaurus Id	396100
Country	United Kingdom
Part Of	Cabinet Office