March 8, 2023
New Army brand redefines 'Be All You Can Be' for a new generation
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. Secretary of the Army Christine Wormuth, Army Chief of Staff Gen. James McConville and Sgt. Maj. of the Army Michael Grinston made the announcement during a much-anticipated launch event at the National Press Club. The logo and tagline are a part of a full-brand ecosystem that helps tell the Army story visually and verbally, including a new custom font, an expanded color palette, new iconography, photography, motion graphics and more.
A second phase of the campaign will be unveiled later this year, allowing “Be All You Can Be” to reveal a deeper, more personal look at the hopes, fears and dreams of today’s youth. The modern brand and accompanying campaign highlight the vast possibilities of Army service for today’s youth.