The charity, which has been providing support to serving soldiers, veterans and their families for more than 65 years, appointed agency Dragon Rouge to work on the revamp following a six-way pitch.
It aims to roll out the fresh identity next year to take advantage of the high level of attention being paid to soldiers' welfare as a result of the UK's military engagement in Afghanistan. The ABF hopes this will help it to recruit supporters and advocates.
The redesign will be applied to all of the charity's communications, including its national campaigns.
Emma Harvey, director of fundraising and communications at ABF, said the charity was going through a crucial period in its history.
She said: ‘We've worked hard to ensure our organisational strategy is right, and now we have the chance to bring it to life through a new identity and integrated communications programme.'
Harvey said the new look needed to reflect the charity's distinctive heritage, while also capturing its determination to meet the various challenges it currently faces.
The ABF wants to develop its role as the Army's national charity, working in partnership with regimental and corps benevolent funds and other service charities. It must raise about £5.5m a year to fund its work.
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