The U.S. Army introduced a refreshed visual identity in 2023. Recognizing the new logo involves noting distinct departures from historical designs. Focus on these key identifiers:
Core Visual Elements
Distinctive Pentagon Shape: The logo features a solid inverted black pentagon as its background. This is the primary visual anchor.
Minimalist White Star: A five-pointed white star, intentionally simple and unembellished, is centered within the pentagon. It lacks any interior details, border rings, or embellishments found in older Army insignia.
Clear "UNITED STATES ARMY" Text: The words "UNITED STATES ARMY" appear in clean, sans-serif, block letters placed beneath the pentagon. The font is straightforward and modern.
Key Differences from Older Army Logos
- No Traditional Star-in-Circle: It completely replaces the stylized "Army Star" logo (black star inside a gold circle, often with "U.S. ARMY" around it) used for decades.
- No Motto ("This We'll Defend"): The new logo excludes the traditional Army motto that frequently appeared within the circular border of the old seal/logo variations.
- Modern Typography: The text uses a contemporary, legible typeface, contrasting with the italicized or serif fonts sometimes used previously.
Where to Expect the New Logo
The new logo serves as the primary brand identifier for the U.S. Army:
- Official Websites & Digital Platforms (*, official social media accounts)
- Recruiting Materials: Posters, brochures, advertisements, online campaigns.
- Signage: Army installations, recruiting stations.
- Apparel & Merchandise: Officially licensed gear sold at Post Exchanges.
- Presentations & Briefings: Official slide decks and documents.
What to Ignore: Unofficial vs. Official
Unit Patches & Regimental Insignia: The new logo does not replace the distinctive unit patches worn on uniforms. These remain diverse and colorful.
Formal Seal: The official U.S. Army Seal (featuring the Roman cuirass, crossed rifles, cannon, etc., with "Department of the Army" and the motto "This We'll Defend") remains for formal legal documents and ceremonial purposes. It is distinct from the brand logo.
Quick Recognition Checklist
- See a black inverted pentagon?
- See a plain white star centered inside?
- See "UNITED STATES ARMY" in modern block text below?
- NO motto, NO outer circle, NO unit specifics?
If these criteria are met, you are looking at the new U.S. Army brand logo.
