By Benjamin Roussey

In March 2023, the US Army unveiled a significant rebranding effort, marking the first major update in over two decades as recruiting new soldiers continues to be tough sledding. This transformation is headlined by launching a new logo and reviving the iconic slogan, “Be All You Can Be,” originally used from 1980 to 2001. The rebranding aims to resonate with today’s youth, spotlighting the Army as a gateway to diverse opportunities and significant personal growth.

The New Look and Feel

The rebranding process was a creative, multiyear collaboration involving global branding firm Siegel+Gale and advertising agency DDB. The initiative aimed to modernize the Army’s visual identity while preserving its core elements. Key updates include:

 

  • Reengineered Five-Point Star Logo: The iconic star has been refreshed and is now free from the enclosing box to symbolize limitless possibilities.

 

  • Expanded Color Palette: While retaining the traditional black, gold, and yellow hues inspired by gunpowder, the palette now includes a distinctive “Army Green.”

 

  • Custom Font: A new typeface named “GI” brings consistency across all Army communications.

 

  • Digital Elements: Animated stickers and motion graphics honor the Army’s tradition of patches and insignias, enhancing digital storytelling.

 

These changes reflect a contemporary aesthetic that engages a digital-savvy generation while maintaining the Army’s rich heritage.

A Return to a Classic Motto

The classic slogan “Be All You Can Be” isn’t just a nostalgic callback but a strategic choice to bridge generational gaps and reshape perceptions of military service. Secretary of the Army Christine Wormuth emphasized the enduring relevance of the slogan, highlighting the Army’s commitment to being a place where individuals can pursue their passions and achieve their full potential.

Wormuth, along with Army Chief of Staff Gen. James McConville and Sgt. Maj. of the Army, Michael Grinston, announced the rebrand during a much-anticipated launch event at the National Press Club. They noted that the new brand and its accompanying campaign spotlight the Army’s countless opportunities for youth to explore their passions, build community, and become the best versions of themselves.

Strategic Messaging and Outreach

The rebranding is more than a visual update; it’s a comprehensive strategy to communicate the Army’s values and opportunities. Maj. Gen. Alex Fink, Chief of Army Enterprise Marketing, underscored the importance of evolving the brand to meet internal and external changes. By reintroducing the slogan “Be All You Can Be,” the Army seeks to dismantle misconceptions and highlight its role in fostering community, connection, and personal fulfillment.

Addressing Modern Challenges

Today’s political, economic, and social landscape significantly influences how young Americans perceive military service. “At a time when political, economic, and social factors are changing how young Americans view the world, the new Army brand illustrates how service in the Army is grounded in passion and purpose,” said Secretary Wormuth. “Serving our nation is a calling and one that is fundamentally hopeful. We want a new generation of Americans to see the Army as a pathway to the lives and careers they want to achieve.”

The rebranding campaign highlighted the Army’s commitment to adapting and remaining relevant as recruitment numbers are down across the board because many young people lack confidence in the country’s leadership. By embracing a message that has inspired countless soldiers in the past, the Army is poised to connect with today’s youth on a meaningful level. This approach reflects a nuanced understanding of the cultural and societal dynamics that shape the decisions of potential recruits.

A Progressive Move in Sync with the Changing Times

The US Army’s rebranding in 2023 is a forward-looking initiative that blends respect for tradition with a vision for the future. After what occurred in Afghanistan in 2021, the Army is pulling out all the stops to reinvigorate itself. Launching a new logo and the revival of “Be All You Can Be” is a strategic move to engage a new generation, illustrating that the Army offers not just a career but a calling filled with endless possibilities. As the Army continues to evolve, this refreshed brand serves as a sign of opportunity and hope, inviting young Americans to explore their potential and contribute to a greater purpose.