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Army West Point Athletics | April 14, 2015

Army West Point unveils new brand logo

WEST POINT, N.Y. -- Army West Point Athletics introduced a new brand and identity system on Monday that sets the visual direction for years to come. The updated identity provides a fresh look at one of the most storied brands in all of intercollegiate athletics.

The new brand was unveiled Monday night at Eisenhower Hall in front of the Corps of Cadets. complete with a fashion show.

Army West Point Athletics and Nike collaborated on an 18-month brand evolution program to enhance and perfect upon the celebrated marks of the United States Military Academy, honoring the duty, leadership and rich history of academics and athletics, key characteristics and attributes associated with the Academy. With the goal of engaging new cadets, faculty and staff as well as building upon its remarkable reputation as America's Academy, developing a seamless and consistent athletic identity is paramount.

"To separate the Army from West Point is to take away the purpose of the United States Military Academy," said Lt. Gen. Robert Caslen, Jr., USMA superintendent. "Since its founding in 1802, West Point has produced soldier-scholars and leaders of character for America. This innovative new branding respects and elevates the Academy's history and heritage and reflects the unique qualities of Army West Point Athletics, while tying the service to the Academy."

"We are very proud to showcase our new athletic marks. When we started this 18-month process, our goal was to better position the Academy nationally with consistent logos, colors, lettering and numerals that tell the story of the Academy and our cadets," Army West Point Director of Intercollegiate Athletics Boo Corrigan said. "It was very important to us that this process was collaborative, which is why we involved a host of constituent groups, including U.S. Army and Academy leadership, current and former cadet-athletes, coaches, historians and West Point graduates. I would personally like to thank the committee that worked directly with Nike in helping to make this process a reality. We believe that we achieved our goal and are excited about the future of Army West Point Athletics."

The Army West Point primary mark perfectly portrays the soldier-scholar ideal. Athena's Helmet symbolizes wisdom while the sword represents the warrior ready for battle.

In an effort to create consistency across all applications that honors the past while attracting new audiences in an authentic and meaningful way, there will be a brand-new primary logo that pays homage to the Academy and what it stands for. The Athena Shield is indisputably iconic and unique to Army West Point Athletics. It signals a consistent foundation that honors the brand equity that has been built across centuries of service, competition and sacrifice while creating distinction and reinforcing the Army West Point Brand for the next generation. The Athena Shield is comprised of four unique elements (the shield, helmet, sword and star) that come together to represent Army West Point Athletics with power and authenticity.

The primary color palette contains Army Black, USMA Gold, Gray and White. It will serve as the primary palette, used on most brand applications. This is a color palette that is authentic to military history, finishes and materials. These colors represent the future of West Point and the larger Army organization. The primary color palette also draws inspiration from the components of gunpowder, the current Army Combat Uniform (ACU) and the Long Gray Line.

"It's an incredible opportunity for us to work hand-in-hand with such a storied institution," said Todd Van Horne, vice president and creative director for Nike Football and Baseball. "The new embellishments are a small token to the service and sacrifice that everyone involved at Army West Point has made for this country."

As part of the new program, all 28 of Army West Point Athletics intercollegiate sports teams will showcase consistent logos, colors, lettering and numerals.

While a new primary logo has been established, Army West Point will continue to use Black Knights as a nickname.

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