The New Army Brand Redefines ‘Be All You Can Be’ for Today’s Generation

• The U.S. Army has unveiled a new brand that redefines the essence of “Be All You Can Be” for the new generation, marking the first time since 2001.
• The brand emphasizes the Army’s myriad prospects that enable young people to pursue their interests, establish relationships, and realize their full potential.
• The brand ecosystem of the Army includes not only a logo and tagline, but also a comprehensive range of visual and verbal elements that work together to convey the Army’s story.
• “Be All You Can Be” will introduce a second phase of the campaign that will provide a more intimate and profound perspective into the aspirations, anxieties, and desires of the current generation of young people.

Recently, the U.S. Army has unveiled a fresh brand that redefines the essence of “Be All You Can Be” for the new generation, marking the first time since 2001. At a highly anticipated launch event held at the National Press Club, Secretary of the Army Christine Wormuth, Army Chief of Staff Gen. James McConville, and Sgt. Maj. of the Army Michael Grinston made the official announcement. The brand, along with its accompanying campaign, emphasizes the Army’s myriad prospects that enable young people to pursue their interests, establish relationships, and realize their full potential.

“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. We want a new generation of Americans to see the Army as a pathway to the lives and careers they want to achieve.”

The Army underwent a brand transformation process that spanned several years and was based on extensive research. The aim was to accurately and authentically represent the Army as it is today, while also meeting the needs of a new generation. As part of this process, the Army’s logo was reengineered to feature a five-point star without the previous box, which symbolizes the limitless possibilities within the Army. The new branding also includes the return of the popular tagline “Be All You Can Be”.

The brand ecosystem of the Army includes not only a logo and tagline, but also a comprehensive range of visual and verbal elements that work together to convey the Army’s story. This includes the use of a custom font, an expanded color palette, new iconography, photography, motion graphics, and various other design elements. All of these components work together to create a cohesive and compelling visual and verbal representation of the Army’s brand.

“All good brands must evolve to reflect internal and external changes to ensure an accurate depiction of the organization that also meets audience needs,” said Maj. Gen. Alex Fink, Chief of Army Enterprise Marketing. “We know youth seek purpose, passion, community and connection, but we also know many don’t recognize the Army’s ability to deliver on those needs. We need a brand that effectively communicates the possibilities of Army service.”

“’Be All You Can Be’ is a phrase that has inspired many generations of Soldiers, and its promise still rings true today,” said McConville. “This is the message for the moment and for the future.”

The brand rollout highlights two films, “Overcoming Obstacles” and “Pushing Tomorrow,” both narrated by acclaimed actor Jonathan Majors, who has received Emmy and Critics’ Choice Award nominations for his work. Majors, known for his roles in “Ant-Man and the Wasp: Quantumania” and “Creed III,” helps to emphasize the Army’s impressive 247-year history of accomplishments. The films showcase how Army service can serve as a catalyst for possibilities and serve as a conduit between the past and the future, inspiring and connecting with the American public.

A range of movies will be showcased to viewers across the nation through a multi-dimensional campaign, which includes diverse promotional materials such as TV ads, print media, digital billboards, streaming videos, social media, and audio platforms. The paid media campaign will kick-off with on-site activities, broadcast presentations, and digital campaigns at the highly anticipated 2023 NCAA March Madness tournament. In May, an unprecedented joint venture with NBCUniversal will feature captivating content across the entire NBCU ecosystem, from blockbuster films to popular reality shows, to celebrated franchises and on-ground collaborations at Universal Parks and Studios. Further collaborations with Complex and IGN will follow suit.

Later this year, “Be All You Can Be” will introduce a second phase of the campaign that will provide a more intimate and profound perspective into the aspirations, anxieties, and desires of the current generation of young people.

To explore further about the Army’s fresh branding and the opportunities to “Be All You Can Be,” please check out GoArmy.com.