The Situation
The annual Blue Angels yearbook is a project that Boeing gifts to the US Navy to commemorate the team each year. It features highlights, bios, and a peek behind the curtain of what it takes to run the world's premier demonstration squadron, but moreover, it aids in the true mission of the Blue Angels: to inspire. This in turn leads to the next generation of Navy recruits.
This gift, and the partnership between the Blue Angels and Boeing goes much deeper than the typical supplier/customer relationship. The Blues are Boeing's premier advocates for the performance of Boeing built jets, and Boeing reciprocates by delivering much of the collateral the team hands out each year at air shows.
The Approach
I have been leading this effort for the past five years and began my oversight by firming up brand guidelines for the squadron. In previous years there was a loose policy of "anything that looks good goes." With my inclusion, the team had a robust rule set created for a more consistent brand as well as production quality logos and defined Pantone colors, all for the more consistent, professional presentation the Blue Angels deserve.
The Audience
Potential US Navy recruits, former military men and women, and aerospace enthusiasts. About 10,000 copies are printed of each yearbook and handed out to VIP air show attendees and recruits. The folding poster handout is printed in much more massive quantities and handed out to most in attendance at any given air show. The foldout poster on one side of the handout is commonly the element that is signed by the team during audience meet and greets.
2018 Blue Angels - yearbook and handout
The theme for 2018 was "The Artist's Hand," emphasizing the the artistry of the flight team. The Blue Angels pilot's are among the best in the world to the point that they are artists themselves. It was important for me that the hand made element was apparent in many of the visuals for the year. The hand drawn elements and real world elements intersecting was to help drive home the idea that the pilots brought their art into reality.
2019 Blue Angels - yearbook and handout
The theme for 2019 was "From the Fleet." This was to emphasize the connection to the US Navy, keeping the ultimate objective of Navy recruitment always at the forefront of readers minds. This book featured a new section on the life of enlisted Navy personnel, rather than focusing entirely on the flight demonstration squadron. Aircraft carriers were incorporated throughout the collateral to tie back to the fleet.
2020 Blue Angels - yearbook and handout
The theme for 2020 was "Teamwork." 2020 was a divisive year and the squadron wanted to show the importance of uniting to achieve great things. The Blue Angels may mostly be known as the six fighter pilots that perform at the air shows, but the squadron is made up of well over 100 service men and women to make the team function. From the maintenance crew to Public Affairs, it takes the hearts and minds of the entire squadron working in unison to bring the "Pride, Precision, and Perfection" that is the Blue Angels to the public. The Delta formation featured on the cover helped bring home that notion.
2021 Blue Angels - yearbook and handout
2021 was a landmark year for the squadron. They celebrated their 75th anniversary and marked the team’s transition from the F-18C Hornet to the more modern, advanced Super Hornet F-18E/F. We used this opportunity to look back and celebrate the history of the Blue Angels and all the various programs they have flown in through the years. It was an absolute honor to have this landmark year be my final book with the team.
