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Army West Point Athletics introduces a new brand and identity system that sets the visual direction for years to come. With the goal of developing an innovative and consistent athletic identity that pays tribute to the Academy's legacy and tradition, U.S. Army and Academy leadership, Army West Point Athletics, Nike, current and former cadet-athletes, coaches, historians and West Point graduates, collaborated on a nearly 18-month brand evolution program. As part of the new identity, all 28 athletic programs will showcase consistent logos, colors, lettering and numerals.

Photo Overview

Photo Overview


The extensive collaborative process to evolve the Army West Point brand and identity took over 18 months to complete. This process included several discovery and research sessions with key stakeholders including U.S. Army and Academy leadership, current and former cadet-athletes, historians, coaches and West Point graduates. Collaboration was essential in developing a brand identity that reinforces our commitment to create and sustain athletic programs of the highest caliber for men and women preparing to serve our nation in the United States Army.

After going through this process, Army West Point will now have the opportunity to showcase consistent logos, colors, lettering and numerals to better tell the story of the Academy. As Army West Point writes its next chapter - engaging new cadets, faculty and staff, and building upon its reputation as America's Academy, it is essential for the athletics' brand to evolve. It is designed to play off of the values of the Academy, translating several generations of history into an iconic identity that positions the brand for the future.

Photo Process

Why Rebrand?

Army West Point

The United States Army and West Point are indivisible. To separate the Army from West Point is to take away the purpose of the United States Military Academy. Since its founding in 1802, West Point has produced soldier scholars for America. The best education in the nation hones the intellect, while the tough physical and military training creates the warrior. 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. Soldier Scholar. Army West Point.

Primary Identity - Athena Shield

The Athena Shield is indisputably iconic and unique to Army West Point Athletics. It signals a consistent foundation honoring 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 that come together to represent Army West Point Athletics with power and authenticity. Each has significance and importance.

Army Logo

Identity Shield Identity Helmet Identity Sword Identity Star

The shield is one of the earliest symbols of the Nation and the Academy. The Great Seal of the United States, first used in 1782, features a shield that looks like the American Flag with no stars. The shield is among West Point's most potent symbols for it represents the mission of the U.S. Army to support and defend the Constitution of the United States against all enemies.

Pallas Athena is the Greek goddess of wisdom, just war, skill and justice. Classically, Athena is portrayed wearing armor with her Corinthian helmet raised high on the forehead. The helmet faces dexter, Latin for "right" from the viewpoint of the bearer of the shield, as opposed to sinister. The dexter side is considered the side of greater honor.

There are thirteen segments that connect the helmet and the plume. These reference the thirteen British colonies that declared independence from the Kingdom of Great Britain and became the first states in the Union.

The sword, or Xiphos, is a double-edged, single-hand sword used by the ancient Greeks. The sword symbolizes the scholar-warrior and signifies protection, righteousness and justice. While the original 1898 USMA crest has the sword sheathed, the sword for the primary identity is unsheathed to allow the viewer to see the martial elements of Army West Point, the warrior spirit, more clearly.

The star has multiple meanings. It represents the connection to the U.S. Army and its storied past. During World War II, every tank, truck, and airplane in the U.S. Army sported a star as they fought to victory in Europe and the Pacific.

The star also represents the connection to the American people as there are 50 stars on the American flag.

Classic A Logo

The Classic "A" has been part of the Army West Point Athletics brand identity for over a century. Historically, the mark has appeared on the left chest of letterman jackets and lower left of the cardigans, and is therefore closely tied to athletic achievements at the Academy. The Classic "A" remains an important element in our identity system and is reserved for limited use.

Color Palette

The primary color palette contains Black, Gold, Gray and White. It will serve as the primary palette, used on most brand applications. This color palette 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 draws inspiration from the components of gunpowder, the current Army Combat Uniform (ACU) and the Long Gray Line.

Color Palette
Color Palette

Color Palette

The special game color palette is inspired by the origin of the West Point color palette and the Long Gray Line. This palette serves to elevate athletics through usage during the most visible brand moments, including Army-Navy games.

Gray pays homage to the small American Army that defeated the British in the summer of 1814 under the leadership of General Winfield Scott. Army Gold will also be used in the special game color palette as a link to the United States Military Academy's mission to develop commissioned leaders of character. Those future leaders, who are committed to the values of Duty, Honor, Country, are preparing for a career of professional excellence and service to the nation as an officer in the United States Army.

Color Palette


The wordmarks are bold graphic treatments that create a clear, consistent, and visually memorable identity. The Army West Point, Black Knights, Cadets and The Corps wordmarks capture the essence of the brand. They work closely in support of the primary identity to create a powerful, exclusive look that distinguishes the Army West Point brand from other institutions.


Type tells a story. The correct typeface, used consistently, becomes an instant brand identifier. The custom stencil font fuses modern forms with universal functionality that is unmistakably Army West Point Athletics. The key advantage of a stencil is that it can be reused to repeatedly and rapidly produce the same letters or design.

During World War II, the U.S. Army deployed approximately three million trucks, tanks and other vehicles, each of which was marked. Items were tagged using stencils because they were fast, easy to use and produced clean markings. The distinctive look of stencil type is created from the gaps between horizontal and vertical portions of the letters designed to serve a routine function durability.

This typographic style is authentic to military culture and the use of stencil letterforms by the U.S. Army dates back to the Civil War. New and innovative stencil fonts have been common throughout the twentieth century and never fall out of style. Strong primary typography is a critical component of the Army West Point Athletics identity.


All 28 athletic programs will showcase consistent logos, colors, lettering and numerals on their uniforms beginning in the Fall of 2015. In the new stencil font, the names Army and West Point will be on each uniform.

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