The Veteran and Family Wellbeing Agency’s visual brand identity reflects what we’ve heard wellbeing means for veterans and families: growth, strength and renewal over time. It recognises that wellbeing looks different for everyone, while military service remains a shared connection.

The Agency’s logo is a recognisable visual identity featuring a Lone Pine silhouette.

The Lone Pine is a clear and recognisable symbol connected to military service. It also represents resilience and new growth, reflecting the journey many veterans and families experience as they move through different stages of life and wellbeing.

The Agency’s visual brand identity was developed through consultation and co-design, bringing together veterans, families, ex-service organisations and service providers to help define what meaningful support looks like in practice, and how that should be represented.

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