U.S.

ARMY
BRAND
ARCHITECTURE
GUIDELINES
January 2023
CONTENTS

01 INTRODUCTION TO BRAND ARCHITECTURE 03

02 U.S. ARMY BRAND ARCHITECTURE 07
03 BRAND ARCHITECTURE TOOLS 16
04 CONTACTS 54

U.S. ARMY BRAND ARCHITECTURE

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01 INTRODUCTION TO BRAND ARCHITECTURE

U.S. ARMY BRAND ARCHITECTURE

GUIDELINES GUIDELINES VERSION
January1.0 — OCT.
2023 2022 03
What is Brand Architecture?

Brand architecture is the model that helps an In the Army, brand architecture is a
organization like the U.S. Army to present its key component of our overall strategy.
offerings to external audiences in a clear and It provides the structure that helps us deliver
strategically effective way.  a consistent and compelling experience in
every prospect interaction. 
Brand architecture is distinct from
organizational structure, so it doesn’t reflect By building and embracing a strategically
internal reporting lines. Rather, it’s built from an sound brand architecture, we’re helping to
outside-in perspective to define the way that ensure that we meet our prospects’ needs,
customers will interact with the organization. maximize our recruiting success, and ultimately
the success of the U.S. Army.

U.S. ARMY BRAND ARCHITECTURE GUIDELINES January 2023 04

What is the Purpose of Brand Architecture?

Brand architecture allows an organization Finally, brand architecture provides a road map
like the U.S. Army to reach prospects more for the future. Though not an end goal or a plan
effectively. When prospects can navigate for immediate action, it defines the criteria for
our entire portfolio more easily and clearly, the Army marketing in terms that help the Army
they have a better understanding of the full enterprise brand and each component create
breadth and depth of what the Army does— better prospect experiences. ​
and that helps them make more informed
recruitment decisions. ​
Brand architecture also helps organizations
build better brands. By clarifying relationships
between our enterprise brand, component
brands, ways to serve and contribute and
other Army units, they work together more
efficiently, saving time, reducing spend
and strengthening the way the Army goes
to market. ​

U.S. ARMY BRAND ARCHITECTURE GUIDELINES January 2023 05

How to Use This Playbook

Implementing a new brand architecture takes In the rare instance you encounter a brand
time and will require consistent practice of architecture situation that is not covered by
our approach. After reviewing this playbook, this playbook, please contact the members
you will understand the Army’s brand of the AEMO team listed at the end of this
architecture and how it will help us achieve document.
our organization’s objectives. Please be sure
to revisit these tools to help inform all brand
architecture decisions that arise in the future. ​
The following section explains the Army’s
approach to brand architecture, how we
organize our portfolio of brands and how we
go to market. Finally, this playbook provides
useful tools for implementing our brand
architecture so that we can effectively
migrate to this new approach and guide
our decision-making going forward. ​

U.S. ARMY BRAND ARCHITECTURE GUIDELINES January 2023 06

02 U.S. ARMY BRAND ARCHITECTURE

BRAND ARCHITECTURE APPROACH 08

OUR MODEL 11

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BRAND ARCHITECTURE APPROACH

U.S. ARMY BRAND ARCHITECTURE

GUIDELINES GUIDELINES VERSION
January1.0 — OCT.
2023 2022 08
Brand Architecture Approach
We deploy a family of brands architecture
approach, which leverages the U.S. Army
master brand across the portfolio when
appropriate and leaves room for component
brands to build their own equity while still
connected to the master brand.

What it achieves

• Broadens Total Army associations

• Unlocks greater differentiation for
strategic Components
– Establishes a clearly distinctive
value proposition
– Better aligns to prospect goals
and passions
– Highlights unique lifestyle and skill sets
– Addresses specific barriers to
consideration
– Allows for more targeted marketing
that speaks to prospect needs
• Inspires a sense of ownership, pride
and loyalty for current and former
Component members
PLACEHOLDER LOGOS FOR DEMONSTRATION PURPOSES
• Makes it easy and cost effective to manage
the brand architecture

U.S. ARMY BRAND ARCHITECTURE GUIDELINES January 2023 09

How We Deploy Our Family of Brands
Key principles Flex, within a framework
Create a system of brand identity elements
Broaden associations
for the Army that have the right degree of
Leverage the brand architecture to help
flexibility to support communications and
re-position the Army as a modern, multi-
target audiences across media types with
faceted organization that offers a range of
a unified look and feel.
career possibilities and helps people of all
backgrounds and interests find their passion.
Act like family
Deploy the compo identities strategically—both
together and individually—to communicate and
connect with target audiences. Treat Reserve
and National Guard as equally important career
options for prospects alongside each other.

U.S. ARMY BRAND ARCHITECTURE GUIDELINES January 2023 10

OUR MODEL

U.S. ARMY BRAND ARCHITECTURE

GUIDELINES GUIDELINES VERSION
January1.0 — OCT.
2023 2022 11
Our Brand Hierarchy Model
There are six levels to our brand L1 Enterprise
hierarchy model brand

This diagram details the levels of our L2 Component *

brand architecture model and provides brands
examples of how brands from our
portfolio fit into it. L3 Ways to serve
OFFICER ENLISTED CIVILIAN †
& contribute

L4 Occupational
specialty Adjutant Air Defense Armor Aviation Army Music Cavalry Chaplain Chemical Civil Affairs Cyber Electronic Engineer Field
General Artillery Scouts Warfare Artillery
(branch
insignia)
Financial Infantry Judge Medical Military Military Ordnance Psychological Public Quartermaster Signal Special Transportation
Management Advocate Intelligence Police Operations Affairs Forces

L5 Divisions
& units 75th Ranger 160th Special 101st Airborne 10th Mountain 1st Cavalry 1st Armored 82nd Airborne 1st Infantry 25th Infantry 38th Infantry Special 104th Infantry U.S. Army

(examples) Regiment Ops Aviation

Regiment
Screaming
Eagles
Division Division Division Division Division Div “Tropic
Lightning”
Division (NG) Operations Division Corps of
Engineers

1st Special 98th Civil 91st Civil Affairs 36th Infantry 94th Infantry 8th PSYOP 3rd PSYOP 2nd Infantry 3rd Infantry 5th Special 42nd Infantry 7th Infantry 100th Infantry
Forces Group Affairs Battalion Battalion Division Division Battalion Battalion Division Division Forces Group Division Division Division (AR)

L6 Official
emblems
(examples)

PLACEHOLDER LOGOS FOR DEMONSTRATION PURPOSES

* REFERS TO ACTIVE ARMY
†
CIVILIANS PLAY A VITAL ROLE WORKING FOR THE DEPARTMENT OF THE ARMY AND CONTRIBUTING TO THE ARMY’S SUCCESS.
UPCOMING RESEARCH AND STRATEGY DEVELOPMENT WILL INFORM FINAL ARCHITECTURE.

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 12

Our Brand Hierarchy Model

L1 Enterprise The parent brand for the Army’s family of brands.

Each level of our
brand hierarchy
brand
“The Army” helps guide our
prospect journey
L2 Component Strategic sub-brands that dimensionalize the
brands parent brand.
“What I joined”

L3 Ways to Sub-categories that identify the high-level

serve personnel roles within the compo brands. Enlisted “How I serve”

L4 Occupational Group identifiers that designate the range of

specialty
(branch
occupations and skill sets within the Army.
“My specialty”
Infantry
insignia)

L5 Divisions Group identifiers that designate the divisions

& units
(examples)
or units within the Army.
“My division or unit”
75th Ranger Regiment

L6 Official Organizational identifiers that endorse official

emblems
(examples)
actions and communications from the Army.
“Official Army”
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U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 13

Our Brand Hierarchy Model
The hierarchy includes two L1 Enterprise
distinct asset types brand

1. Primary Brand Assets L2 Component *

brands
The Army’s outward-facing identity
The main purpose is communicating L3 Ways to serve
& contribute
OFFICER ENLISTED CIVILIAN †
“How we show up to the outside world”
• Re-introduce a new, modern L4 Occupational
specialty
organization
Adjutant Air Defense Armor Aviation Army Music Cavalry Chaplain Chemical Civil Affairs Cyber Electronic Engineer Field
General Artillery Scouts Warfare Artillery
(branch
insignia)
• Broaden associations
Financial Infantry Judge Medical Military Military Ordnance Psychological Public Quartermaster Signal Special Transportation

• Recruit prospects; delineate

Management Advocate Intelligence Police Operations Affairs Forces

career paths L5 Divisions

& units
• Inform all audiences about
75th Ranger 160th Special 101st Airborne 10th Mountain 1st Cavalry 1st Armored 82nd Airborne 1st Infantry 25th Infantry 38th Infantry Special 104th Infantry U.S. Army

(examples) Regiment Ops Aviation

Regiment
Screaming
Eagles
Division Division Division Division Division Div “Tropic
Lightning”
Division (NG) Operations Division Corps of
Engineers

the Army
• Anchor recruiting/marketing efforts 1st Special 98th Civil 91st Civil Affairs 36th Infantry 94th Infantry 8th PSYOP 3rd PSYOP 2nd Infantry 3rd Infantry 5th Special 42nd Infantry 7th Infantry 100th Infantry
Forces Group Affairs Battalion Battalion Division Division Battalion Battalion Division Division Forces Group Division Division Division (AR)

L6 Official
emblems
(examples)

PLACEHOLDER LOGOS FOR DEMONSTRATION PURPOSES

* REFERS TO ACTIVE ARMY
†
CIVILIANS PLAY A VITAL ROLE WORKING FOR THE DEPARTMENT OF THE ARMY AND CONTRIBUTING TO THE ARMY’S SUCCESS.
UPCOMING RESEARCH AND STRATEGY DEVELOPMENT WILL INFORM FINAL ARCHITECTURE.

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 14

Our Brand Hierarchy Model
2. Secondary Brand Assets L1 Enterprise
brand
The Army’s inward-facing identity
The main purpose is communicating L2 Component *
brands
“How we show up to one another”
• Distinguish functional areas L3 Ways to serve
& contribute
OFFICER ENLISTED CIVILIAN †
and capabilities
• Build sense of community L4 Occupational
and loyalty specialty Adjutant Air Defense Armor Aviation Army Music Cavalry Chaplain Chemical Civil Affairs Cyber Electronic Engineer Field
General Artillery Scouts Warfare Artillery
(branch
• Reinforce tradition, heritage, legacy insignia)

• Anchor formal/official experiences

Financial Infantry Judge Medical Military Military Ordnance Psychological Public Quartermaster Signal Special Transportation
Management Advocate Intelligence Police Operations Affairs Forces

• Play supporting role in recruiting/ L5 Divisions

& units
marketing (examples)
75th Ranger
Regiment
160th Special 101st Airborne 10th Mountain
Ops Aviation Screaming Division
1st Cavalry
Division
1st Armored
Division
82nd Airborne
Division
1st Infantry
Division
25th Infantry
Div “Tropic
38th Infantry
Division (NG)
Special
Operations
104th Infantry
Division
U.S. Army
Corps of
Regiment Eagles Lightning” Engineers

1st Special 98th Civil 91st Civil Affairs 36th Infantry 94th Infantry 8th PSYOP 3rd PSYOP 2nd Infantry 3rd Infantry 5th Special 42nd Infantry 7th Infantry 100th Infantry
Forces Group Affairs Battalion Battalion Division Division Battalion Battalion Division Division Forces Group Division Division Division (AR)

L6 Official
emblems
(examples)

PLACEHOLDER LOGOS FOR DEMONSTRATION PURPOSES

* REFERS TO ACTIVE ARMY
†
CIVILIANS PLAY A VITAL ROLE WORKING FOR THE DEPARTMENT OF THE ARMY AND CONTRIBUTING TO THE ARMY’S SUCCESS.
UPCOMING RESEARCH AND STRATEGY DEVELOPMENT WILL INFORM FINAL ARCHITECTURE.

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 15

03 BRAND ARCHITECTURE TOOLS

OVERVIEW 17

U.S. ARMY BRAND ARCHITECTURE

GUIDELINES GUIDELINES VERSION
January1.0 — OCT.
2023 2022 16
OVERVIEW

U.S. ARMY BRAND ARCHITECTURE

GUIDELINES GUIDELINES VERSION
January1.0 — OCT.
2023 2022 17
Overview
Our brand architecture tools have been This document includes three types of tools:
designed to help practitioners ensure
1. Brand Role outlines the function of each
proper brand application. They function to:
level of the brand hierarchy.
• S
 upport a disciplined approach to brand
2. Migration Maps demonstrate how we will
asset management going forward
evolve each level of branding to align with
• E
 levate the consistency and quality of our evolved model.
communications
3. Decision Tools provide guidance on how
• H
 elp shape experiences and shift to select and treat each element within
perceptions of the Army the system.

U.S. ARMY BRAND ARCHITECTURE GUIDELINES January 2023 18

L1 ENTERPRISE BRAND

L1 ENTERPRISE BRAND 19

U.S. ARMY BRAND ARCHITECTURE

GUIDELINES GUIDELINES VERSION
January1.0 — OCT.
2023 2022 19
L1 Enterprise Brand Role
Our Enterprise brand communicates L1 Enterprise
all components, ways to serve and brand
contribute, divisions, units and
specialties. It serves as the lead L2 Component *
identity in recruiting/marketing brands

communications.
L3 Ways to serve
& contribute
OFFICER ENLISTED CIVILIAN †

L4 Occupational
specialty Adjutant Air Defense Armor Aviation Army Music Cavalry Chaplain Chemical Civil Affairs Cyber Electronic Engineer Field
General Artillery Scouts Warfare Artillery
(branch
insignia)
Financial Infantry Judge Medical Military Military Ordnance Psychological Public Quartermaster Signal Special Transportation
Management Advocate Intelligence Police Operations Affairs Forces

L5 Divisions
& units 75th Ranger 160th Special 101st Airborne 10th Mountain 1st Cavalry 1st Armored 82nd Airborne 1st Infantry 25th Infantry 38th Infantry Special 104th Infantry U.S. Army

(examples) Regiment Ops Aviation

Regiment
Screaming
Eagles
Division Division Division Division Division Div “Tropic
Lightning”
Division (NG) Operations Division Corps of
Engineers

1st Special 98th Civil 91st Civil Affairs 36th Infantry 94th Infantry 8th PSYOP 3rd PSYOP 2nd Infantry 3rd Infantry 5th Special 42nd Infantry 7th Infantry 100th Infantry
Forces Group Affairs Battalion Battalion Division Division Battalion Battalion Division Division Forces Group Division Division Division (AR)

L6 Official
emblems
(examples)

PLACEHOLDER LOGOS FOR DEMONSTRATION PURPOSES

* REFERS TO ACTIVE ARMY
†
CIVILIANS PLAY A VITAL ROLE WORKING FOR THE DEPARTMENT OF THE ARMY AND CONTRIBUTING TO THE ARMY’S SUCCESS.
UPCOMING RESEARCH AND STRATEGY DEVELOPMENT WILL INFORM FINAL ARCHITECTURE.

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 20

L1 Enterprise Brand Migration
Our new Army visual identity is
no longer static. It flexes, adapts, IMPACT
and scales to its environment. EVERY DAY. With an
The new logo can be applied in Army to
back you up.
different configurations:
• Horizontal
• Vertical
• Symbol only
The new color, typeface, imagery
style help re-introduce the Army
as a modern, dynamic
organization. ARMY
CAREER
MATCH Name Surname
Title / Rank
Discover the career for you and
opportunities you never knew existed.
Group / Unit Division
Department of the Army goarmy
Group
STAR T TH E QU IZ Address Line 1
Address Line 2
Address Line 3
S TART L I V E C H AT

T 708 430 7039

M 977 598 6663
E [email protected]
Domain.mil

EXPLORE THE POSSIBILITIES

WAYS TO SERVE AND CONTRIBUTE

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 21

ENLISTED OFFICER CIVILIAN

Serve your country with Complete four years of Serve in mission-essential
L1 Decision Tool: Applying the Enterprise Brand
L1 Decision 1: L1 Decision 2: L1 Decision 3: L1 Decision 4:
Enterprise brand vs. Horizontal applications Vertical applications Symbol applications
Component brands Is there an opportunity to use the horizontal Is there an opportunity to use the vertical Is there an opportunity to use the
L1 Enterprise logo? L1 Enterprise logo? L1 Enterprise symbol?
Are you creating a recruiting/marketing
communication for Enterprise Army i.e., all
components, Ways to Serve and Contribute,
divisions, units and specialties?
YES NO YES NO YES

YES NO
Move to Move to
L1 Decision 3 tool. L1 Decision 4 tool.

Continue with Move to L2 Apply horizontal Apply vertical Apply symbol for
L1 Decision tool. Decision tool.
L1 Enterprise logo. L1 Enterprise logo. L1 Enterprise logo.
The horizontal logo is a confident, no-nonsense The vertical logo is intended for applications Symbol is to be used in
primary brand signifier. It proudly elevates the U.S. in which a compact, vertical format is necessary or
ARMY name and should be applied to preferable. 1) social, favicons and app tiles where Army brand
communications where possible. name (e.g., goarmy, usarmy) appears next to the
symbol or

Example 2) in cases where the Army name is not mandatory

Example
ARMY
CAREER Example goarmy

MATCH
Discover the career for you and
opportunities you never knew existed.

S TAR T T H E Q U I Z

STA R T L I VE C H AT

EXPLORE THE POSSIBILITIES

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 22

WAYS TO SERVE AND CONTRIBUTE
ENLISTED OFFICER CIVILIAN
Serve your country with Complete four years of Serve in mission-essential
specialized job training with college and enter the Army as roles performing duties that
many options on how you a leader and decision maker support our nation
L2 COMPONENT BRANDS

L2 COMPONENT BRANDS 23

U.S. ARMY BRAND ARCHITECTURE

GUIDELINES GUIDELINES VERSION
January1.0 — OCT.
2023 2022 23
L2 Component Brand Role
Component brands are used in L1 Enterprise
a dual role to: brand

• Communicate individual compos L2 Component *

• Help prospects navigate different brands

paths within the Army

L3 Ways to serve
OFFICER ENLISTED CIVILIAN †
They serve as the lead identity in & contribute
component-specific recruiting and
marketing communications L4 Occupational
specialty Adjutant Air Defense Armor Aviation Army Music Cavalry Chaplain Chemical Civil Affairs Cyber Electronic Engineer Field
General Artillery Scouts Warfare Artillery
(branch
insignia)
Financial Infantry Judge Medical Military Military Ordnance Psychological Public Quartermaster Signal Special Transportation
Management Advocate Intelligence Police Operations Affairs Forces

L5 Divisions
& units 75th Ranger 160th Special 101st Airborne 10th Mountain 1st Cavalry 1st Armored 82nd Airborne 1st Infantry 25th Infantry 38th Infantry Special 104th Infantry U.S. Army

(examples) Regiment Ops Aviation

Regiment
Screaming
Eagles
Division Division Division Division Division Div “Tropic
Lightning”
Division (NG) Operations Division Corps of
Engineers

1st Special 98th Civil 91st Civil Affairs 36th Infantry 94th Infantry 8th PSYOP 3rd PSYOP 2nd Infantry 3rd Infantry 5th Special 42nd Infantry 7th Infantry 100th Infantry
Forces Group Affairs Battalion Battalion Division Division Battalion Battalion Division Division Forces Group Division Division Division (AR)

L6 Official
emblems
(examples)

PLACEHOLDER LOGOS FOR DEMONSTRATION PURPOSES

* REFERS TO ACTIVE ARMY
†
CIVILIANS PLAY A VITAL ROLE WORKING FOR THE DEPARTMENT OF THE ARMY AND CONTRIBUTING TO THE ARMY’S SUCCESS.
UPCOMING RESEARCH AND STRATEGY DEVELOPMENT WILL INFORM FINAL ARCHITECTURE.

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 24

L2 Component Brand Migration: Active Duty
Our new Army visual identity for FROM

Active Duty is no longer static

and flexes, adapts, and scales to
its environment.
The new color, typeface, imagery
style help re-introduce Active Duty
as key part of a unified, modern,
dynamic organization.

TO

14 01 2022 20:00 SEARCH

ARMY ABOUT goarmy

CAREER LEADERS
MATCH NEWS
Discover the career for you and
FEATURES
opportunities you never knew existed.
MEDIA
S TART T HE Q U I Z

START L IVE CHAT

GOARMY.COM ARMY.MIL SOCIAL

EXPLORE THE POSSIBILITIES

WAYS TO SERVE AND CONTRIBUTE

ENLISTED OFFICER CIVILIAN
U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 25
Serve your country with Complete four years of Serve in mission-essential
specialized job training with college and enter the Army as roles performing duties that
many options on how you a leader and decision maker support our nation
live your life

EXPLORE EXPLORE EXP LOR E

L2 Component Brand Migration: Army Reserve
Our new Army Reserve visual identity is FROM

no longer static to help increase visibility

and impact in prospect recruiting.
The new color, typeface, imagery style
help re-introduce Reserve
as key part of a unified, modern, dynamic
organization.
Logo lockups with Component Emblems
will no longer be permitted.
TO

14 01 2022 20:00 SEARCH

TWICE usarmyreserve

THE
CITIZEN.
JOIN THE ARMY RESERVE
LEARN MORE

S TART LIVE CHAT

GOARMY.COM ARMY.MIL SOCIAL

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 26

L2 Component Brand Migration: National Guard
We are moving from multiple FROM

representations of the National

Guard to a consistent logo that helps
increase visibility and impact in
prospect recruiting.
The potential for aligned color,
type and imagery help re-introduce
National Guard as key part of a unified,
modern, dynamic organization.

TO

14 01 2022 20:00 SEARCH

nationalguard

ALWAYS
JOIN THE ARMY READY
NATIONAL GUARD ALWAYS
LEAR N MO R E
THERE.
S TA R T L I V E C HAT

GOARMY.COM ARMY.MIL SOCIAL

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 27

L2 Decision Tool: Applying the Component Brands
L2 Decision 1:
Selecting a Component Brand
For which of the Army components are you
developing recruiting, marketing, or informational
communications?

Select one:

Active Duty Army Reserve National Guard

YES YES YES

Continue with Active Duty Continue with the Army Continue with National
Decision tool. Reserve Decision tool. Guard Decision tool.

U.S. ARMY BRAND ARCHITECTURE GUIDELINES January 2023 28

L2 Decision Tool: Applying the Active Duty Brand
L2 Decision 2: L2 Decision 3: L2 Decision 4:
Horizontal applications Vertical applications Symbol applications
Is there an opportunity to use the Is there an opportunity to use the Is there an opportunity to use the
horizontal L2 Active Duty logo? vertical L2 Active Duty logo? L2 Active Duty symbol?

YES NO YES NO YES

Move to Move to
L2 Decision 3 tool. L2 Decision 4 tool.

Apply horizontal Apply vertical Apply symbol for

L2 Active Duty logo. L2 Active Duty logo. L2 Active Duty.
The horizontal logo is a confident, no-nonsense The vertical logo is intended for applications Symbol is to be used in
primary brand signifier. It proudly elevates the in which a compact, vertical format is necessary
U.S. ARMY name and should be applied to or preferable. 1) social, favicons and app tiles where the Army
communications where possible. brand name (e.g., goarmy, usarmy) appears next
to the symbol or

Example 2) cases where the Army name is not mandatory

Example
ARMY
CAREER Example goarmy

MATCH
Discover the career for you and
opportunities you never knew existed.

S TA RT TH E Q U I Z

S TAR T L IV E C H AT

EXPLORE THE POSSIBILITIES

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 29

WAYS TO SERVE AND CONTRIBUTE
ENLISTED OFFICER CIVILIAN
Serve your country with Complete four years of Serve in mission-essential
specialized job training with college and enter the Army as roles performing duties that
many options on how you a leader and decision maker support our nation
L2 Decision Tool: Applying the Army Reserve Brand
L2 Decision 2: L2 Decision 3: L2 Decision 4: L2 Decision 5:
Enterprise-led applications Horizontal applications Vertical applications Symbol applications
Is this communication being created inside of an Is there an opportunity to use the horizontal Is there an opportunity to use the vertical Is there an opportunity to use the
Enterprise Army communications environment? L2 Army Reserve logo? L2 Army Reserve logo? L2 Army Reserve symbol?

YES NO YES NO YES NO YES

Move to Move to Move to

L2 Decision 3 tool. L2 Decision 4 tool. L2 Decision 5 tool.

Apply L1 Enterprise logo as Apply horizontal Apply vertical Apply symbol for
primary identity and L2 Army L2 Army Reserve Logo. L2 Army Reserve logo L2 Army Reserve logo.
Reserve logo as secondary identity. The horizontal logo is a confident, no-nonsense The vertical logo is intended for applications Symbol is to be used in social, favicons and app
primary brand signifier. It proudly elevates the in which a compact, vertical format is necessary tiles where the Army Reserve brand name appears
For more detail on spacing and relationships between
Army Reserve name and should be applied to or preferable. next to the symbol.
L1 and L2 brand identities, please see the Army visual
communications where possible.
identity guidelines.

Examples Example Example Example

L1 Enterprise L2 Army Reserve 14 01 2022 20:00 SEARCH

L2 Army Reserve
logo logo logo L2 Army Reserve
TWICE symbol usarmyreserve

L2 Army Reserve THE

logo CITIZEN.
JOIN THE ARMY RESERVE
L E AR N MO R E

START LI V E CHAT

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 30

L2 Decision Tool: Applying the National Guard Brand
L2 Decision 2: L2 Decision 3: L2 Decision 4: L2 Decision 5:
Enterprise-led applications Horizontal applications Vertical applications Symbol applications
Is this communication being created inside of an Is there an opportunity to use the horizontal Is there an opportunity to use the vertical Is there an opportunity to use the
Enterprise Army communications environment? L2 National Guard logo? L2 National Guard logo? L2 National Guard symbol?

YES NO YES NO YES NO YES

Move to Move to Move to

L2 Decision 3 tool. L2 Decision 4 tool. L2 Decision 5 tool.

Apply L1 Enterprise logo as primary Apply horizontal Apply vertical Apply symbol for
identity and L2 Army National L2 National Guard Logo. L2 National Guard logo. L2 National Guard.
Guard logo as secondary identity. The horizontal logo is a confident, no-nonsense The vertical logo is intended for applications Symbol is to be used in social, favicons and app
primary brand signifier. It proudly elevates the in which a compact, vertical format is necessary tiles where National Guard brand name appears
For more detail on spacing and relationships between
National Guard name and should be applied to or preferable. next to the symbol.
L1 and L2 brand identities, please see visual identity
communications where possible.
guidelines.

Examples Example Example Example

L1 Enterprise L2 Army National 14 01 2022 20:00 SEARCH

L2 Army National L2 Army National
logo Guard logo Guard logo Guard logo
nationalguard

L2 Army National ALWAYS

Guard logo JOIN THE ARMY READY
NATIONAL GUARD ALWAYS
LEARN MORE
THERE.
STA RT LIV E C HAT

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 31

L3 WAYS TO SERVE AND CONTRIBUTE

L3 WAYS TO SERVE AND CONTRIBUTE 32

U.S. ARMY BRAND ARCHITECTURE

GUIDELINES GUIDELINES VERSION
January1.0 — OCT.
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L3 Ways to Serve and Contribute Role
Ways to Serve and Contribute are used L1 Enterprise
in dual role to: brand

• Help prospects navigate recruiting/ L2 Component *

marketing experiences brands

• As select campaign identities

L3 Ways to serve
OFFICER ENLISTED CIVILIAN †
They can be applied individually or & contribute
together to delineate career paths and
broaden associations of the Army L4 Occupational
specialty Adjutant Air Defense Armor Aviation Army Music Cavalry Chaplain Chemical Civil Affairs Cyber Electronic Engineer Field
General Artillery Scouts Warfare Artillery

Individual Ways to Serve and Contribute (branch

insignia)
receive new logo treatment only when
Financial Infantry Judge Medical Military Military Ordnance Psychological Public Quartermaster Signal Special Transportation
being marketed Management Advocate Intelligence Police Operations Affairs Forces

L5 Divisions
& units 75th Ranger 160th Special 101st Airborne 10th Mountain 1st Cavalry 1st Armored 82nd Airborne 1st Infantry 25th Infantry 38th Infantry Special 104th Infantry U.S. Army

(examples) Regiment Ops Aviation

Regiment
Screaming
Eagles
Division Division Division Division Division Div “Tropic
Lightning”
Division (NG) Operations Division Corps of
Engineers

1st Special 98th Civil 91st Civil Affairs 36th Infantry 94th Infantry 8th PSYOP 3rd PSYOP 2nd Infantry 3rd Infantry 5th Special 42nd Infantry 7th Infantry 100th Infantry
Forces Group Affairs Battalion Battalion Division Division Battalion Battalion Division Division Forces Group Division Division Division (AR)

L6 Official
emblems
(examples)

PLACEHOLDER LOGOS FOR DEMONSTRATION PURPOSES

* REFERS TO ACTIVE ARMY
†
CIVILIANS PLAY A VITAL ROLE WORKING FOR THE DEPARTMENT OF THE ARMY AND CONTRIBUTING TO THE ARMY’S SUCCESS.
UPCOMING RESEARCH AND STRATEGY DEVELOPMENT WILL INFORM FINAL ARCHITECTURE.

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 33

L3 Ways to Serve and Contribute Migration
Ways to Serve & Contribute can be used FROM

in support of Component identities,

which together help prospects navigate
different paths within the Army
Ways to Serve & Contribute enable
prospects to go a level deeper and
learn more about entry points into the
Army. In this role as a navigation device,
Ways to Serve & Contribute will receive
a type treatment TO

Level 1
Ways to Serve & Contribute that are ARMY
Level 1

being marketed can receive a logo CAREER

MATCH Level 3
treatment and must be accompanied by Discover the career for you and
opportunities you never knew existed.
(marketing)

Enterprise or Component brand logos

START THE Q UIZ

Become an
START LIVE CHAT

Level 2 EXPLORE THE POSSIBILITIES

Army Officer
Lorem ipsum dolor sit amet
consecutor amet
suis nos et enum amet solest

Level 3 WAYS TO SERVE AND CONTRIBUTE RE A D M O RE

(navigation) START LIVE

ENLISTED OFFICER CIVILIAN

Serve your country with Complete four years of Serve in mission-essential
specialized job training with college and enter the Army as roles performing duties that
many options on how you a leader and decision maker support our nation
live your life

EX PLORE EX PLORE EX PLOR E

GOARMY.COM/ARMYOFFICER

GOARMY.COM

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 34

L3 Ways to Serve and Contribute: ROTC Example
ROTC is a division/unit in L5 of the
brand architecture hierarchy model
and one of the ways to become an
Army Officer. Follow L5 guidance for
Level 1
ROTC applications.

Level 3
(marketing) Join Army ROTC to
become an Officer
Lorem ipsum dolor sit amet
consecutor amet
suis nos et enum amet solest

READ MORE

S TAR T LI V E CHAT

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 35

L3 Ways to Serve and Contribute Migration: Civilian
Ways to Serve & Contribute can be used FROM

in support of Component identities,

which together help prospects navigate
different paths within the Army
Ways to Serve & Contribute enable
prospects to go a level deeper and
learn more about entry points into the
Army. In this role as a navigation device,
Ways to Serve & Contribute will receive
a type treatment TO
ARMY
Level 1
CAREER
MATCH
Ways to Serve & Contribute that are Discover the career for you and

ARMY
opportunities you never knew existed.
Level 1

being marketed can receive a logo CAREER

START THE Q UIZ

MATCH
START LIVE CHAT

treatment and must be accompanied by Discover the career for you and
opportunities you never knew existed. LOGO

Enterprise or Component brand logos

START THE Q UIZ

Become an
EXPLORE THE POSSIBILITIES
Level 3
START LIVE CHAT

(marketing)
Level 3 WAYS TO SERVE AND CONTRIBUTE
EXPLORE THE POSSIBILITIES
Army Civilian
(navigation) Lorem ipsum dolor sit amet
ENLISTED OFFICER CIVILIAN consecutor amet
suis nos et enum amet solest

WAYS TO SERVE AND CONTRIBUTE

Serve your country with Complete four years of Serve in mission-essential
specialized job training with college and enter the Army as roles performing duties that
many options on how you a leader and decision maker support our nation RE A D M O RE
live your life
START LIVE

ENLISTED
EX PLORE
OFFICER
EX PLORE
CIVILIAN
EX PLOR E

Serve your country with Complete four years of Serve in mission-essential

specialized job training with college and enter the Army as roles performing duties that
many options on how you a leader and decision maker support our nation

GOARMY.COM
live your life

EX PLORE EX PLORE EX PLOR E

GOARMY.COM/ARMYOFFICER

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 36

L3 Decision Tool: Determining when/if a New Identity
For Ways to Serve and Contribute Should Be Created

L3 Identify development criteria:

As a general principle, the Army does not create new
identities similar to Officer unless all of the following
criteria are met:

1 2 3

Marketing Brand Senior-level

Investment Strategy Approval
Has a marketing budget Is there a current or Has AEMO leadership
for the Way to Serve
been established to build
+ planned strategy to build
awareness for the Way to
+ authorized the marketing
investment, campaign and
awareness with prospects? Serve above and beyond development of the new
general Army marketing? Way to Serve logo?

U.S. ARMY BRAND ARCHITECTURE GUIDELINES January 2023 37

L3 Decision Tool: Applying the Ways to Serve and Contribute
L3 Decision 1: L3 Decision 2: L3 Decision 3: L3 Decision 4:
Career path communications Officer specific communications Enlisted specific communications Civilian specific communications
Do you seek to present the three Ways to Serve Are you creating a communication with the specific Are you creating a communication with the specific Are you creating a communication with the specific
together—so that prospects can explore different purpose of recruiting Officers to the Army? purpose of recruiting for Enlisted individuals to purpose of recruiting Civilians to the Army?
career options? the Army?

YES NO YES NO YES NO YES

ARMY Move to Move to Move to

CAREER L3 Decision 2 tool. L3 Decision 3 tool. L3 Decision 4 tool.
MATCH
Discover the career for you and
opportunities you never knew existed.

If so, present Ways to Serve and Contribute in type

START THE QUIZ
If so, use the Army Officer campaign logo. Officer If so, use text treatment for the descriptor heading in If so, use text treatment for the descriptor heading
treatment; logos are not permitted S TA RT LIVE CH AT

is the only Way to Serve that qualifies to get a logo shorthand and singular form, Enlisted Soldier. in shorthand and singular form, Army Civilian.
based on strategic criteria.

Example
EXPLORE THE POSSIBILITIES Example Example Example
Use Officer Campaign identity Use Enlisted as a descriptor Use Enlisted as a descriptor

WAYS TO SERVE AND CONTRIBUTE

ENLISTED OFFICER CIVILIAN ENLISTED LOGO

Serve your country with

specialized job training with
Complete four years of
college and enter the Army as
Serve in mission-essential
roles performing duties that Become an Become Enlisted Become an
Army Officer in the Army Army Civilian
many options on how you a leader and decision maker support our nation
live your life

Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet
EXPLORE EX PLORE EXPLORE
consecutor amet consecutor amet consecutor amet
suis nos et enum amet solest suis nos et enum amet solest suis nos et enum amet solest

R E AD M OR E RE A D M O R E R EA D M O R E

START LIVE START L I V E C HAT

START LIVE

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 38

L4 OCCUPATIONAL SPECIALTY

L4 OCCUPATIONAL SPECIALTY 39

U.S. ARMY BRAND ARCHITECTURE

GUIDELINES GUIDELINES VERSION
January1.0 — OCT.
2023 2022 39
L4 Occupational Specialty Role
Occupational Specialties are used L1 Enterprise
individually or together in content that brand
entices prospects to learn more, help
them explore specialties and envision L2 Component *
their future brands

They always appear with Enterprise or L3 Ways to serve

OFFICER ENLISTED CIVILIAN †
& contribute
Component brands
L4 Occupational
specialty Adjutant Air Defense Armor Aviation Army Music Cavalry Chaplain Chemical Civil Affairs Cyber Electronic Engineer Field
General Artillery Scouts Warfare Artillery
(branch
insignia)
Financial Infantry Judge Medical Military Military Ordnance Psychological Public Quartermaster Signal Special Transportation
Management Advocate Intelligence Police Operations Affairs Forces

L5 Divisions
& units 75th Ranger 160th Special 101st Airborne 10th Mountain 1st Cavalry 1st Armored 82nd Airborne 1st Infantry 25th Infantry 38th Infantry Special 104th Infantry U.S. Army

(examples) Regiment Ops Aviation

Regiment
Screaming
Eagles
Division Division Division Division Division Div “Tropic
Lightning”
Division (NG) Operations Division Corps of
Engineers

1st Special 98th Civil 91st Civil Affairs 36th Infantry 94th Infantry 8th PSYOP 3rd PSYOP 2nd Infantry 3rd Infantry 5th Special 42nd Infantry 7th Infantry 100th Infantry
Forces Group Affairs Battalion Battalion Division Division Battalion Battalion Division Division Forces Group Division Division Division (AR)

L6 Official
emblems
(examples)

PLACEHOLDER LOGOS FOR DEMONSTRATION PURPOSES

* REFERS TO ACTIVE ARMY
†
CIVILIANS PLAY A VITAL ROLE WORKING FOR THE DEPARTMENT OF THE ARMY AND CONTRIBUTING TO THE ARMY’S SUCCESS.
UPCOMING RESEARCH AND STRATEGY DEVELOPMENT WILL INFORM FINAL ARCHITECTURE.

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 40

L4 Occupational Specialty Migration
Insignia can play an important role in
connecting prospects with the Army
and keeping them engaged in the
recruiting process
Level 1 goarmy Level 1 goarmy Level 1 goarmy
Going forward, Insignia can:
• Support educational social
content and storytelling on
Find the
individual specialties
Level 4
that
• Be used to dramatize important
experiences and moments
fuels your
• Demonstrate the breadth of
Level 4 FIELD
ARTILLERY
passion.
choices available to prospects The mission of the Field Artillery Level 4
is to provide fire support in an
operational environment. Field
Artillery Soldiers must be trained
in tactics, techniques and
procedures for the employment
of fire support systems.
AVIATION
152E AH-64 Pilot

SOCIAL – FIELD SOCIAL - AVIATION SOCIAL - CYBER

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 41

L4 Decision Tool: Applying the Occupational Insignia
L4 Decision 1:
Occupational Insignia for
Recruiting/Marketing
Are you creating a communication for prospects
aimed at driving excitement and engagement about
the possibilities for their career with the Army?

YES

Consider leveraging
Occupational
Insignia and follow
L4 Decision Tool.

U.S. ARMY BRAND ARCHITECTURE GUIDELINES January 2023 42

L4 Decision Tool: Applying the Occupational Insignia
L4 Decision 2: L4 Decision 3: L4 Decision 4:
MOS-specific in-depth storytelling MOS-specific Impact Moments Breadth of MOS Career Paths
Is there an opportunity to support educational social Is there an opportunity to dramatize specific Is there an opportunity to visualize and/or tell
content and storytelling around a specific MOS to moments using high impact visual that capture engaging stories about the breadth of MOS career
drive excitement and engagement with prospects? a day in the life of someone who is part of a paths available to prospects?
specific MOS?

YES NO YES NO YES

Move to Move to
L4 Decision 3 tool. L4 Decision 4 tool.

Consider applying Occupational Insignia to add Consider applying Occupational Insignia to add Consider applying Occupational Insignia to add
impact to in-depth storytelling. impact to in-depth storytelling. impact to in-depth storytelling.

Example Example Example

goarmy goarmy goarmy

Find the
L4 Insignia
that
fuels your
L4 Insignia FIELD
ARTILLERY
passion.
The mission of the Field Artillery
is to provide fire support in an
operational environment. Field
Artillery Soldiers must be trained L4 Insignia
in tactics, techniques and
procedures for the employment
of fire support systems.
AVIATION
152E AH-64 Pilot

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 43

L5 DIVISIONS & UNITS

L5 DIVISIONS & UNITS 44

U.S. ARMY BRAND ARCHITECTURE

GUIDELINES GUIDELINES VERSION
January1.0 — OCT.
2023 2022 44
L5 Divisions & Units Role
Divisions & Units can be used L1 Enterprise
individually or together in content about brand
achievements and innovations of the
Army’s divisions and units L2 Component *
brands

L3 Ways to serve
& contribute
OFFICER ENLISTED CIVILIAN †

L4 Occupational
specialty Adjutant Air Defense Armor Aviation Army Music Cavalry Chaplain Chemical Civil Affairs Cyber Electronic Engineer Field
General Artillery Scouts Warfare Artillery
(branch
insignia)
Financial Infantry Judge Medical Military Military Ordnance Psychological Public Quartermaster Signal Special Transportation
Management Advocate Intelligence Police Operations Affairs Forces

L5 Divisions
& units 75th Ranger 160th Special 101st Airborne 10th Mountain 1st Cavalry 1st Armored 82nd Airborne 1st Infantry 25th Infantry 38th Infantry Special 104th Infantry U.S. Army

(examples) Regiment Ops Aviation

Regiment
Screaming
Eagles
Division Division Division Division Division Div “Tropic
Lightning”
Division (NG) Operations Division Corps of
Engineers

1st Special 98th Civil 91st Civil Affairs 36th Infantry 94th Infantry 8th PSYOP 3rd PSYOP 2nd Infantry 3rd Infantry 5th Special 42nd Infantry 7th Infantry 100th Infantry
Forces Group Affairs Battalion Battalion Division Division Battalion Battalion Division Division Forces Group Division Division Division (AR)

L6 Official
emblems
(examples)

PLACEHOLDER LOGOS FOR DEMONSTRATION PURPOSES

* REFERS TO ACTIVE ARMY
†
CIVILIANS PLAY A VITAL ROLE WORKING FOR THE DEPARTMENT OF THE ARMY AND CONTRIBUTING TO THE ARMY’S SUCCESS.
UPCOMING RESEARCH AND STRATEGY DEVELOPMENT WILL INFORM FINAL ARCHITECTURE.

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 45

L5 Divisions & Units Migration
101ST AIRBORNE EXAMPLE: COMMUNICATING STORIED LEGACIES AND CUTTING-EDGE INNOVATION

Divisions & Units can play an important FROM (ARMY-LED APPLICATIONS) FROM (UNIT-LED APPLICATIONS)

role in creating an emotional connection

with the achievements and innovations
of the Army. 
Army-led applications should:
• Lead with the Enterprise brand logo
and leverage Unit brand logo as a
supporting asset
• Apply Enterprise look and feel
consistently across applications
Unit-led applications may: TO TO

14 01 2022 20:00 SEARCH goarmy

• Lead with the unit symbol

• Link to Army Enterprise brand
via headlines and image style 101st AIRBORNE
NEWS ABOUT RESOURCES

101st AIRBORNE

.MIL
SOCIAL SOCIAL

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 46

L5 Divisions & Units Migration
TRADOC EXAMPLE: COMMUNICATING STORIED LEGACIES AND A VITAL ROLE FOR TOMORROW

Divisions & Units can play an important FROM (ARMY-LED APPLICATIONS) FROM (UNIT-LED APPLICATIONS)

role in creating an emotional connection

with the achievements and innovations
of the Army. 
Army-led applications should:
• Lead with the Enterprise brand logo
and leverage Unit brand logo as a
supporting asset
• Apply Enterprise look and feel
consistently across applications
Unit-led applications may: TO TO

14 01 2022 20:00 SEARCH

• Lead with the unit symbol

• Link to Army Enterprise brand
via headlines and image style U.S. ARMY TRAINING
AND DOCTRINE COMMAND
NEWS ABOUT RESOURCES

.MIL SOCIAL

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 47

L5 Decision Tool: Applying the Divisions & Units
Key Benefits for Communicators L5 Decision 1:
Army-led vs. Unit-led Communications
Why should PAOs and other communicators
Which of the following types of communication are you creating?
leverage Army Enterprise Brand elements
in the context of Division & Unit
communications? Army-led Unit-led
• Authenticate Unit Communications: Communication Communication DIRECTLY
FROM THE ARMY that ON BEHALF OF DIVISION
PAOs can signal that Division & Unit includes content about OR UNIT.
communications are connected with and Divisions & Units

strategically aligned to the overarching

narrative for Army Enterprise Brand
YES YES
• Drive Unit Memorability: PAOs can apply a
consistent look and feel across Division &
Unit communications to help drive
memorability for the Division & Unit brand Continue with Continue with
identity in the minds of prospects Army-led Decision tool. Unit-led Decision tool.

• Tell Bigger Unit Stories: PAOs can leverage

images and content from big moments in
Army history to elevate the role of Units as
critical builders and change makers

U.S. ARMY BRAND ARCHITECTURE GUIDELINES January 2023 48

L5 Decision Tool: Army-led & Unit-led Divisions & Units
Army-led L5 Decision 2: Army-led L5 Decision 3: Unit-led L5 Decision 4:
Horizontal Applications Symbol Applications Unit-led Applications
Is there an opportunity to use horizontal L1 Army • Lead with the Enterprise brand logo and When creating Unit-led applications, it is not
Enterprise logo? leverage Unit brand logo as a supporting asset required to use the L1 Enterprise logo, but it is
recommended to use visuals and language that
• Apply Enterprise look and feel consistently
• Lead with the Enterprise brand logo and leverage connect back to Army.
across applications
Unit brand logo as a supporting asset
• Lead with the unit symbol
• Apply Enterprise look and feel consistently
across applications • Link to Army Enterprise brand via headlines
and image style

YES NO YES NO YES

Move to Move to
L5 Decision 3 tool. L5 Decision 4 tool.

Example Example Example

L1 Enterprise 14 01 2022 20:00 SEARCH L1 Enterprise goarmy
L1 Enterprise
logo logo logo

Division/Unit
logo 101st AIRBORNE
NEWS ABOUT RESOURCES

Division/Unit Division/Unit
logo logo

101st AIRBORNE

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 49

L6 OFFICIAL EMBLEMS

L6 OFFICIAL EMBLEMS 50

U.S. ARMY BRAND ARCHITECTURE

GUIDELINES GUIDELINES VERSION
January1.0 — OCT.
2023 2022 50
L6 Official Emblem Role
Official Emblems are used to distinguish L1 Enterprise
the branches of the Army from one brand
another and authenticate formal,
official communications and programs L2 Component *
brands
The focus is on internal Army audiences
L3 Ways to serve
& contribute
OFFICER ENLISTED CIVILIAN †

L4 Occupational
specialty Adjutant Air Defense Armor Aviation Army Music Cavalry Chaplain Chemical Civil Affairs Cyber Electronic Engineer Field
General Artillery Scouts Warfare Artillery
(branch
insignia)
Financial Infantry Judge Medical Military Military Ordnance Psychological Public Quartermaster Signal Special Transportation
Management Advocate Intelligence Police Operations Affairs Forces

L5 Divisions
& units 75th Ranger 160th Special 101st Airborne 10th Mountain 1st Cavalry 1st Armored 82nd Airborne 1st Infantry 25th Infantry 38th Infantry Special 104th Infantry U.S. Army

(examples) Regiment Ops Aviation

Regiment
Screaming
Eagles
Division Division Division Division Division Div “Tropic
Lightning”
Division (NG) Operations Division Corps of
Engineers

1st Special 98th Civil 91st Civil Affairs 36th Infantry 94th Infantry 8th PSYOP 3rd PSYOP 2nd Infantry 3rd Infantry 5th Special 42nd Infantry 7th Infantry 100th Infantry
Forces Group Affairs Battalion Battalion Division Division Battalion Battalion Division Division Forces Group Division Division Division (AR)

L6 Official
emblems
(examples)

PLACEHOLDER LOGOS FOR DEMONSTRATION PURPOSES

* REFERS TO ACTIVE ARMY
†
CIVILIANS PLAY A VITAL ROLE WORKING FOR THE DEPARTMENT OF THE ARMY AND CONTRIBUTING TO THE ARMY’S SUCCESS.
UPCOMING RESEARCH AND STRATEGY DEVELOPMENT WILL INFORM FINAL ARCHITECTURE.

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 51

L6 Official Emblems Migration
Until now, Official Emblems have been
used in a dual role: 14 01 2022 20:00 SEARCH 14 01 2022 20:00 SEARCH

• As logos for authenticating formal OFFICIAL ANNOUNCEMENTS OFFICIAL ANNOUNCEMENTS

communications and
• As brand logos for marketing.
This dual role has created some
confusion. ECIENA TREI SULTU CULOCTATUAM
Ontem, norbis clabit. Verem desVivis boncerf
eculica L. Uci intil conirtem prem si pubistatissi co
pribulica vides in dium
ECIENA TREI SULTU CULOCTATUAM
Ontem, norbis clabit. Verem desVivis boncerf
eculica L. Uci intil conirtem prem si pubistatissi co
pribulica vides in dium
ECIENA TREI SULTU CULOCTATUAM
Ontem, norbis clabit. Verem desVivis boncerf
eculica L. Uci intil conirtem prem si pubistatissi co
pribulica vides in dium
ECIENA TREI SULTU CULOCTATUAM
Ontem, norbis clabit. Verem desVivis boncerf
eculica L. Uci intil conirtem prem si pubistatissi co
pribulica vides in dium
ECIENA TREI SULTU CULOCTATUAM
Ontem, norbis clabit. Verem desVivis boncerf
eculica L. Uci intil conirtem prem si pubistatissi co
pribulica vides in dium
ECIENA TREI SULTU CULOCTATUAM
Ontem, norbis clabit. Verem desVivis boncerf
eculica L. Uci intil conirtem prem si pubistatissi co
pribulica vides in dium

SOCIAL
Going forward, Official Emblems will no
longer function as primary brand assets ARMY.MIL USA.ARMY.MIL

that lead marketing communications.

They will play a clearer, more focused
role in support of Enterprise and
Component brands to authenticate
official, formal communications
and programs.

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 52

L6 Decision Tool: Applying Official Emblems
L6 Decision 1: L6 Decision 1:
Internal Communication External Communication
Is this an internal communication i.e., a letter, Is this an external communication for recruiting
a memorandum or a message? and/or marketing purposes?

YES NO YES

Move to
L6 Decision 2 tool.

Per Army Regulation 25-50, Official Symbols Whenever possible, lead with the Army Enterprise
are mandated in internal communications and have logo. The Official Emblem can play an authentication
a designated role. role. Ensure that the Official Emblem is NOT being
shown side-by-side with the Army Enterprise or
Component brands (i.e., in a “logo lockup”) in any
format (web, digital, print, etc.).

Example L6 Official Emblem

Example
L1 Enterprise 14 01 2022 20:00 SEARCH

logo
OFFICIAL ANNOUNCEMENTS
L6 Official
Emblem

ECIENA TREI SULTU CULOCTATUAM ECIENA TREI SULTU CULOCTATUAM ECIENA TREI SULTU CULOCTATUAM
Ontem, norbis clabit. Verem desVivis boncerf Ontem, norbis clabit. Verem desVivis boncerf Ontem, norbis clabit. Verem desVivis boncerf
eculica L. Uci intil conirtem prem si pubistatissi co eculica L. Uci intil conirtem prem si pubistatissi co eculica L. Uci intil conirtem prem si pubistatissi co
pribulica vides in dium pribulica vides in dium pribulica vides in dium

U.S. ARMY BRAND ARCHITECTURE GUIDELINES JANUARY 2023 53

04 CONTACTS

U.S. ARMY BRAND ARCHITECTURE

GUIDELINES GUIDELINES VERSION
January1.0 — OCT.
2023 2022 54
U.S. ARMY BRAND ARCHITECTURE GUIDELINES January 2023