“Be All You Can Be”

For the first time in over 20 years, the U.S. Army is launching a new brand in an attempt to redefine what it means to “Be All You Can Be” for a new generation. The announcement was made during a launch event at the National Press Club. Attending the event Wednesday was Secretary of the Army Christine Wormuth, Army Chief of Staff General James McConville, and Sergeant Major of the Army Michael Grinston. The brand, and the campaign that will accompany it, will attempt to spotlight the opportunities the Army provides youth to explore their passions, build community and become the “best” versions of themselves. The brand itself is a re-engineered five-point star logo, with the box removed to reflect the limitless possibilities of the Army. The logo has been coupled with the return of the “Be All You Can Be” tagline. The launch event Wednesday comes at a time when the Army and other branches of the military service failed to meet last year’s recruitment goals and are concerned about meeting this year’s goals.