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 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.
The logo removes the yellow star, which formed part of the precious logo, from the box that previously enclosed it and places the words US Army alongside it.
In line with the refreshed tagline, the removal of the box was supposed to symbolize an “unboxed state without limits or boundaries” for members of the institution.
According top the organisation,…
