Emergency services in the United States rely heavily on volunteers. Volunteers account for about 70 percent of firefighters and half of emergency medical service personnel. Cities with larger populations may have emergency services with a mix of career and volunteer responders, but most smaller communities rely exclusively on volunteers.

To drive the identity, the team developed the concept: The Sound of Momentum. Second Alarm reflects familiar themes of bravery, heroism and duty, but it’s tone of voice is open, empathetic and inclusive. Visual elements use a color palette of deep reds, blues and yellow and feature the iconography we associate with emergency services, but also reflect the diversity and emotion of those who serve our communities.