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1. • • The brand transformation was a multiyear, research-based process designed to reflect today’s Army accurately and authentically, while addressing the needs of a new generation.
     www.army.mil/article/264594/new_army_brand_redefines_be_all_you_can_be_for_a_new_generation

     New Army brand redefines 'Be All You Can Be' for a new ...

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   Why did the Army rebrand?

   • Undertaken by global branding firm Siegel+Gale, the U.S. Army rebrand hoped to reflect the possibilities of army service to the next generation of Americans. Siegel+Gale partnered with worldwide advertising agency DDB (which led the account) to create a brand transformation that reimagined the design of the iconic five-point star logo.

   U.S. Army logo rebranded for first time in two decades - Transform mag…

   www.transformmagazine.net/articles/2023/us-army-logo-rebranded-for-first-time-in-two-decades/

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   Why did Army create a new brand?

   • "The resulting brand resulted in an authentic and contemporary representation of today's Army through both the visual and verbal brand identity," Siegel+Gale told Dezeen. "The new Army brand emphasizes the organization's clear, confident, and human nature to maximize the brand’s value and lifespan in a modern era," the firm continued.

   Siegel+Gale creates "authentic" branding for US Army - Dezeen

   www.dezeen.com/2023/04/06/us-army-branding-siegelgale/

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   How did the US Army rebrand 'be all you can be'?

   • The rebranding includes the logo, fonts, iconography and the reimplementation the tagline "Be All You Can Be", which the military also used in the 1980s and '90s. Siegel+Gale, a member of a consortium called Team DDB that holds the design contract with the US Army, was tasked with updating all aspects of the organisation's outward facing branding.

   Siegel+Gale creates "authentic" branding for US Army - Dezeen

   www.dezeen.com/2023/04/06/us-army-branding-siegelgale/

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   What is the Army brand transformation?

   • The brand transformation was a multiyear process designed to reflect today’s Army while addressing the needs of a new generation. The brand’s new look and feel consists of a re-engineered five-point star logo coupled with the return of the popular tagline, which was initially used from 1980-2001.

   YEAR IN REVIEW: Army rebrand, new initiatives clear path for future

   www.army.mil/article/272177/year_in_review_army_rebrand_new_initiatives_clear_path_for_future_possibilities

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   What's new in the Army rebrand?

   • On top of the logo design, the rebrand included a new set of photography, graphics and iconography that represent the specialities of different people and teams within the organisation. These updates will be applied to all aspects of the Army's brand, including memos and marketing materials.

   Siegel+Gale creates "authentic" branding for US Army - Dezeen

   www.dezeen.com/2023/04/06/us-army-branding-siegelgale/

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   What does the new army brand mean for Young Americans?

   • "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 Wormuth. "Serving our nation is a calling, and one that is fundamentally hopeful.

   New Army brand redefines 'Be All You Can Be' for a new generation

   www.army.mil/article/264594/new_army_brand_redefines_be_all_you_can_be_for_a_new_generation

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3. www.army.mil › article › 264594New Army brand redefines 'Be All You Can Be' for a new ...

   www.army.mil › article › 264594

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   Mar 8, 2023 · WASHINGTON — For the first time since 2001, the U.S. Army has introduced a new brand that redefines what it means to “Be All You Can Be” for a new generation.

   • YEAR IN REVIEW: Army rebrand, new initiatives clear path for ...

     The Army now offers more complex education and training for...

4. www.army.mil › article › 272177YEAR IN REVIEW: Army rebrand, new initiatives clear path for ...

   www.army.mil › article › 272177

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   Dec 6, 2023 · The Army now offers more complex education and training for more than 200 jobs in science, cybersecurity, combat forces, aviation, medicine, law and more.

5. www.transformmagazine.net › articles › 2023U.S. Army logo rebranded for first time in two decades

   www.transformmagazine.net › articles › 2023

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   Mar 30, 2023 · Undertaken by global branding firm Siegel+Gale, the U.S. Army rebrand hoped to reflect the possibilities of army service to the next generation of Americans. Siegel+Gale partnered with worldwide advertising agency DDB (which led the account) to create a brand transformation that reimagined the design of the iconic five-point star logo.

6. www.prnewswire.com › news-releases › new-army-brandNew Army brand redefines 'Be All You Can Be' for a new generation

   www.prnewswire.com › news-releases › new-army-brand

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   Mar 8, 2023 · WASHINGTON, March 8, 2023 /PRNewswire/ -- For the first time since 2001, the U.S. Army has introduced a new brand that redefines what it means to "Be All You Can Be" for a new...

7. www.armytimes.com › news › your-armyHow embracing ‘Be all you can be’ resurrected Army marketing

   www.armytimes.com › news › your-army

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   Mar 8, 2023 · The rebrand is the latest move in a series of service-wide efforts that may reduce recent years’ recruiting struggles, which reached a new nadir in fiscal 2022 when the Army missed its active...

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8. www.dezeen.com › 2023/04/06 › us-army-brandingSiegel+Gale creates "authentic" branding for US Army - Dezeen

   www.dezeen.com › 2023/04/06 › us-army-branding

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   Apr 6, 2023 · American agency Siegel+Gale has updated the logo and branding of the United States Army for the first time in more than 20 years. The rebranding includes the logo, fonts, iconography and the ...

9. recruiting.army.mil › News › ArticleIn with the old, the Army rebrands with a familiar slogan

   recruiting.army.mil › News › Article

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   Mar 13, 2023 · The U.S. Army has changed its brand, and it’s bringing back a new take on an old mantra to resonate more with Generation Z and their influencers. That’s right, the Army’s 1981 advertising campaign...