The U.S. Army is out with a new brand campaign that aims to redefine what “Be All You Can Be” means for a new generation.
That slogan, introduced in 1981 but dormant since 2001, returns in a new campaign. The rebrand also incorporates a re-engineered five-point star logo, a new custom font, an expanded color palette, new iconography, photography, motion graphics and more.
The goal of the rebrand and the new campaign is to communicate to young people the countless possibilities in the Army for them to explore their passions, build community and become the best versions of themselves.