Army unveils new name, uniforms and logo in athletics rebrand
Army athletics and West Point no longer stand separated. As part of a complete “brand evolution,” the school brought its two most recognizable names together as Army West Point, complete with a new set of colors, logos and uniforms.
The 18-month collaboration with Oregon-based Nike played off of the United States Military Academy’s powerful history.
“To separate the Army from West Point is to take away the purpose of the United States Military Academy,” Lt. Gen. Robert Calsen Jr., USMA superintendent, said in a statement. “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.”
The fresh primary mark uses mythological Greek goddess Athena, who symbolizes wisdom. The logo features Athena’s helmet to embody the scholar portion of the Academy and the sword to represent the battle-ready warrior. The Nike-designed mark has a crest that also has a shield and star.
The primary color palette, Nike says, includes black, gold, gray and white, authentic to military history, finishes and materials such as the components of gunpowder, the current Army Combat Uniform and the Long Gray Line, a phrase used to encapsulate all graduates of West Point.
The new football uniforms incorporate the symbolic colors with simplicity. The initial unveil Monday showed Army West Point with the option to go with solid black or white shirts and pants. The new logo falls in the neckline of the jersey and on the hip of the pant. An American flag is placed on one sleeve and Army emblems on the other sleeve. Gold trim accents the black look and black and gold trim highlights the white option. Nike released visuals of both a gold and white helmet, both with a single black stripe down the middle and the logo and phrase West Point on the back.
The new brand will eventually play across all 28 Academy teams, starting with the football program, bringing together all aspects of Army West Point.
Tim Newcomb covers stadiums, design and gear for Sports Illustrated. Follow him on Twitter at @tdnewcomb.