Army unveils rebranding campaign amid recruiting challenges

quote:

---

The U.S. Army on Wednesday unveiled a rebranded campaign to bolster recruiting efforts as the military struggles to meet personnel goals, particularly among younger generations of Americans.

The Army’s latest recruitment campaign brand has a focused interest on attracting the next generation of Americans to the branch based on the argument that an Army career leads to self-discovery and limitless possibilities.

The new campaign includes a tweaked logo design — the same gold five-star symbol, but without the box that the logo previously included, to suggest the sky is the limit — along with a return of the Army catchphrase “Be All You Can Be,” with a fresh look.

The Army is also now airing a commercial that promotes the idea of exploration and limitless discovery while tapping into the message of serving the nation and the U.S. Constitution.

Secretary of the Army Christine Wormuth said that, amid economic, political and social challenges in the U.S., the rebrand “illustrates how service in the Army is grounded in passion and purpose.”

“Serving our nation is a calling, and one that is fundamentally hopeful,” Wormuth said in a statement. “We want a new generation of Americans to see the Army as a pathway to the lives and careers they want to achieve.”

The Army, along with other branches, has struggled for years to meet recruiting goals. Last year, it was 15,000 recruits short of a recruiting goal of 60,000 people.

The military is struggling to compete in a strong civilian job market and among younger Americans who are less interested. At the same time, many youth are also not qualified for service because of obesity, mental health challenges and prior misconduct.

---