The U.S. Army has launched a rebranded campaign, including a revival of its “Be All You Can Be” slogan, as the American military struggles with recruiting younger generations of Americans to its ranks.
According to the Army Times, the rebrand is the latest move in a series of service-wide efforts to address personnel issues that saw the Army miss its active-duty recruiting goal by 15,000 troops in fiscal 2022.
The Army’s new recruitment campaign focuses on the brand message that an Army career leads to self-discovery and limitless possibilities.
“At a time when political, economic and social factors are changing how young Americans view the world, the new Army brand illustrates how service in the Army is grounded in passion and purpose,” said Secretary of the Army Christine Wormuth.
“Serving our nation is a calling, and one that is fundamentally hopeful. We want a new generation of Americans to see the Army as a pathway to the lives and careers they want to achieve.”
As part of the brand update, the Army tweaked its logo design, while showing the same gold five-star symbol, but without the box to suggest the sky is the limit. The fresh look still retains the long-time slogan “Be All You Can Be.”
“All good brands must evolve to reflect internal and external changes to ensure an accurate depiction of the organization that also meets audience needs,” said Maj. Gen. Alex Fink, Chief of Army Enterprise Marketing.
“We know youth seek purpose, passion, community and connection, but we also know many don’t recognize the Army’s ability to deliver on those needs. We need a brand that effectively communicates the possibilities of Army service.”
Anchoring the brand rollout are two films narrated by Emmy and Critics’ Choice Award-nominated actor Jonathan Majors, star of “Ant-Man and the Wasp: Quantumania” and “Creed III.”
The Army said a second phase of the campaign will be unveiled later this year, allowing “Be All You Can Be” to “reveal a deeper, more personal look at the hopes, fears and dreams of today’s youth.”
The Army said in a statement, “We need all Americans to know that the Army is a pathway to success both in and out of uniform. We are an organization of endless possibilities.”
