The Army & Navy Club, affectionately known as ‘The Rag’ is an exclusive private members club situated in St James’s, London.
Originally founded in 1837 for former and serving officers of the British and Commonwealth Armed Services, and their immediate relatives. Full membership is now also open to all professional non-service men and women.
The Rag offers members, guests and event organisers the ambience of tradition combined with modern facilities.
Origin of 'The Rag'
In the early days some young members of the Club did little to enhance its reputation. As their military duties were light they frequently visited London and succumbed to the temptation of gaming houses, taverns and other 'swells'. One of the young members was William Higginson Duff, otherwise known as Captain Billy Duff. Upon returning to the Club late one evening from the "Rag & Famish", a disreputable gaming house, the fare offered caused Duff to proclaim it to be a "Rag and Famish affair".
It was appreciated as a good joke both in and out of the Club, today it is still affectionately known as The Rag.
The aim was to modernise the Army & navy Club's collateral to appeal to a wider audience, whilst maintaining the feeling of exclusivity and heritage.
The ragamuffin character and the typography were restyled to make an elegant brand identity.
A sophisticated new members pack was produced to welcome new members to the Club.
New brochures were designed to provide prospective guests with information about holding events at the Club.