Current Army logo, does it work?

SFC Private RallyPoint Member — Mon, 04 May 2015 03:14:07 -0400

Is it me, or does the Army logo look extremely commercial. Along with our slogan "Army Strong," I understand that it's main goal is to stick out to the public and bring in talented young people who wish to sign up. But why can't we have something "cooler?" Thoughts?

Response by GySgt Wayne A. Ekblad made May 4 at 2015 3:20 AM

GySgt Wayne A. Ekblad — Mon, 04 May 2015 03:20:31 -0400

I think the Army could certainly do better. A discussion of "Army Strong" can be found on a related thread.

https://www.rallypoint.com/answers/new-army-campaign-slogan

New Army campaign slogan. | RallyPoint

It seems that just yesterday we were just shown the Army strong campaign and now we are transitioning to the I became a Soldier slogan. What's really interesting is that since in first enlisted under the "Be all that you can be" we have seen "Army of One" and "Army strong" in a 16 year spand. What are we really testing to accomplish here? I was a recruiter when we transition to Army Strong, now here we are about to so- call re-invented...

Response by 1SG Private RallyPoint Member made May 4 at 2015 4:52 AM

1SG Private RallyPoint Member — Mon, 04 May 2015 04:52:33 -0400

I think it is decent but, it could use a little work. I just hate to see the change happen every couple of years because it's like we are having a branding or identity crisis. I'm just glad "Army of One" is gone. Worst. Slogan. Ever. How do you advertise the strongest team on Earth like that?

Response by SFC Stephen King made May 4 at 2015 5:31 AM

SFC Stephen King — Mon, 04 May 2015 05:31:18 -0400

I agree. The logo needs work. The message should be historical in meaning. We need to find a way to emphasize that we are the oldest and largest organization and yet be able to bridge the gap of generations. As mentioned in a previous thread "Army Strong," is no longer.

Response by Sgt Aaron Kennedy, MS made May 4 at 2015 7:40 AM

Sgt Aaron Kennedy, MS — Mon, 04 May 2015 07:40:33 -0400

I think it should be the nice Army Star Logo (the one in the square). Under that, in the rectangle "TBA" - Today's Battlespace Army. That way when someone decides to change it again, it just becomes To Be Announced.

Response by SFC Private RallyPoint Member made May 4 at 2015 8:35 AM

SFC Private RallyPoint Member — Mon, 04 May 2015 08:35:47 -0400

I absolutely hate it, man. I thought I was the only one but it is super commercial and looks stupid. Recruiting is one thing, marketing as though we are a fortune 500 is another.

Response by Cpl Glynis Sakowicz made May 4 at 2015 8:36 AM

Cpl Glynis Sakowicz — Mon, 04 May 2015 08:36:04 -0400

The thing is, is it working for the Army? If it is, I see no problem with it.... as long as it garners the right results.
Now... I have to say, its SOOO much better, at least from a Marine standpoint, than the last one-liner the Army used about the "Army of One" Quite frankly, that had most Marines staring blankly then turning away with a sad shake to the head, because to us, its never about THE ONE, its always a team effort, and the very idea of one person striking out on their own in some singular way, other than being ordered to do so, just gave us the hives!
Then again, maybe it was just me.... Just saying!

Response by SSG Private RallyPoint Member made May 4 at 2015 8:37 AM

SSG Private RallyPoint Member — Mon, 04 May 2015 08:37:02 -0400

Cause someone with more rank than us makes the call on it:/

Response by TSgt Joshua Copeland made May 4 at 2015 10:52 AM

TSgt Joshua Copeland — Mon, 04 May 2015 10:52:22 -0400

I have heard the AF Symbol called the "AF Transformers Symbol".

Response by SPC Private RallyPoint Member made May 4 at 2015 11:01 AM

SPC Private RallyPoint Member — Mon, 04 May 2015 11:01:19 -0400

Keep the star... but just the star none of the outline, and box stuff. we got history with just a white star, why change?

Response by LTC Private RallyPoint Member made May 4 at 2015 11:14 AM

LTC Private RallyPoint Member — Mon, 04 May 2015 11:14:39 -0400

If re-inventing a new logo takes away any money from any unit's training budget someone needs to be fired. If not, sure go for it.

Response by SPC Jan Allbright, M.Sc., R.S. made May 4 at 2015 11:14 AM

SPC Jan Allbright, M.Sc., R.S. — Mon, 04 May 2015 11:14:06 -0400

Hard to beat that Marine meat-ball tho.

Response by SFC Private RallyPoint Member made May 4 at 2015 11:47 AM

SFC Private RallyPoint Member — Mon, 04 May 2015 11:47:32 -0400

It needs to go back to Be all you can be. I personally think that was the best one.

Response by MSgt Private RallyPoint Member made May 4 at 2015 11:49 AM

MSgt Private RallyPoint Member — Mon, 04 May 2015 11:49:39 -0400

As an AF guy, I think your logo and slogan are spot on. Leave it be. It's pretty cool.

Response by CW4 Private RallyPoint Member made May 4 at 2015 2:49 PM

CW4 Private RallyPoint Member — Mon, 04 May 2015 14:49:09 -0400

I see no issues with it. It is commercial for a reason. The Army is a brand to the public. If they decide to change the logo in the near future expect the next one to be commercial as well.

Response by SSG Private RallyPoint Member made May 4 at 2015 2:51 PM

SSG Private RallyPoint Member — Mon, 04 May 2015 14:51:40 -0400

I'm not sure it rises to the level of awesome... however it's certainly adequate.

Response by LTC Private RallyPoint Member made May 4 at 2015 3:25 PM

LTC Private RallyPoint Member — Mon, 04 May 2015 15:25:34 -0400

I like the logo. Its simple and says who we are. Most of the differing opinion seems to be on the slogan which is divussed on a separate thread. I wouldnt mind putting word "SOLDIER" on top. We all all soldiers-- whether active reserve retired vet officer enlisted. As for campaign: Slogan/tagline from soldiers creed.. Show an action video reciting soldiers creed with motivational music scoring (similar to current campaign videos. ) I think the current appeal is patriotsm, and seving as opposed to benefits.

Response by PO2 Skip Kirkwood made May 4 at 2015 6:55 PM

PO2 Skip Kirkwood — Mon, 04 May 2015 18:55:13 -0400

It's not bad - if you hire a corporate ad agency to design your brand, you're going to get something.......corporate - which is what DOD persists in doing.

I am more of a traditionalist. I think that the Army's brand should include traditional items like the federal eagle. The EGA has worked well for the Marines for a long time. Instead of the ad agency, how about the Army Heraldry Institute to do the design work? Their corps and unit graphic work seems to be pretty darn good.

Response by SFC Private RallyPoint Member made May 4 at 2015 7:56 PM

SFC Private RallyPoint Member — Mon, 04 May 2015 19:56:09 -0400

Army of One, Army Strong, whatever the hell is next. It's all stupid as hell. The logo should be nothing more than a star, or a star with a bugle on it, or the American flag for God's sake. It doesn't need to look like we are an athletic apparel company. Matter of fact, we don't even need a logo. It's the damn army, the logo can say U.S. Army in block lettering. We don't need a motto either. Everyone knows what the Army is. When you get to basic training we will issue you a motto: "Leave your pathetic life behind and grow the f**k up so you can do something for someone else for a change." End of motto.

Response by LTC Stephen C. made May 4 at 2015 9:17 PM

LTC Stephen C. — Mon, 04 May 2015 21:17:40 -0400

SFC Private RallyPoint Member, it totally misses. They made it the retirement lapel pin as well. The Army Strong slogan also misses by a mile. I'll even throw in the fact that the Army went backwards with the uniforms as well. Changing the dress blues to the ASU was a huge faux pas. If I lingered in composing this response, I could come up with more stuff, but I'll refrain. It appears as though the slippery slope has turned into a snow ski jump! I'm glad I'm retired!

Response by MAJ Private RallyPoint Member made May 4 at 2015 9:21 PM

MAJ Private RallyPoint Member — Mon, 04 May 2015 21:21:33 -0400

I think we can do better. The Eagle, Globe, and Anchor, much like the USMC dress blues, is an iconic image. The same cannot be said about the U.S. Army star. The patch derived from this logo is even worse. As PO2 Skip Kirkwood suggested, why not let the department of heraldry design a better logo? We would at least get something true to our roots.

Response by CW2 Private RallyPoint Member made May 31 at 2015 8:19 AM

CW2 Private RallyPoint Member — Sun, 31 May 2015 08:19:49 -0400

The problem with changing it is that you lose any sort of heritage associated with it. Not that the current one is steeped in lots of history and tradition, but every change (for better or worse) leads to more disconnect with where we came from.

Response by CSM Donald McGlasson made Jun 2 at 2015 10:29 AM

CSM Donald McGlasson — Tue, 02 Jun 2015 10:29:51 -0400

I too think the latest Army logo has something missing. What ever happened to the image of strength that most of us grew up with, the Eagle? The Air Force has wings, the Navy has the anchor and the Marines have the anchor and globe, which all have used for ever, where's the Army's image of strength and oh tradition? Change for the sake of change, No.

Response by SGT Kevin Brown made Jun 2 at 2015 10:48 PM

SGT Kevin Brown — Tue, 02 Jun 2015 22:48:51 -0400

From a business point of view I understand the importance of branding and brand recognition. The current logo is appealing and people know what the symbol is, however when I look at it I think of sportswear, not soldiers. I think the best we had as a motto to date is "Don't Tread On Me." I will not act like I know what the next motto and logo should be, but it should be something related to patriotism, the country (not the government) and be recognized as hinorable. What we are currently seeing is a generation unwilling to serve (not all but most) and that is patially because the younger generation feels that the military is seperated from the people, only representing the politicians (which isn't true).