The story of the traditional U.S. Army emblem dates back to the times of the American Revolution (1775-1783). It appeared in the form of a “seal” to be used on official documents. Although it is hardly possible to find out when the seal was actually used for the first time, most historians believe that it happened somewhere in 1778, so it is considered the year when the US Army logo was born.

2001-2023

The US Army logo is adorned with heroism and awards. The emblem demonstrates protection and support for the country in difficult times. The troops’ victory is possible thanks to a good foundation and a clear charter by which the military lives.

The U.S. Army logo featuring a star was designed by advertising agency Leo Burnett Worldwide and unveiled in 2001. Interestingly enough, it is now more popular as the Army emblem than the official seal. Black and gold, the official colors of the US Army, appear in both the emblems. In the star emblem they are accompanied by white, while the seal also incorporates the colors of the US flag, as well as a light shade of blue. 

There is a ton of symbolism throughout the colors being used. Blue stands for perseverance, loyalty, truth, and vigilance. Red stands for courage, fortitude, and zeal. The white is to represent deeds worth remembering. Black is used to showcase the Army’s constancy and determination. Finally, gold is used to showcase the branch’s achievement, dignity, and honor.

2023

Global branding agency Siegel+Gale joined forces with the marketing communications network DDB to transform the US Army brand. The redesigned logo was introduced as part of a recruitment campaign for the armed forces. The clean and fresh design is aimed at modern youth: it is meant to inspire the current generation to join the army to protect their nation.

The new emblem consists of a five-pointed star and the dark inscription “U.S. Army.” These elements are no longer enclosed in separate quadrilaterals but are placed side by side to create a sense of openness and unlimited possibilities. The star is outlined in a wide gold contour, while it remains empty inside. The brand name is executed in a strict military-style font – straight, bold, and sans-serif. Massive square dots follow the “U” and “S,” which, in this case, look brutal. Each logo color is inspired by gunpowder ingredients:

• white – saltpeter;

• gold – sulfur;

• black – charcoal.