U.S. Army Brand Guidelines 2023
U.S. Army Brand Guidelines v1.0 (March 2023) is the enterprise identity manual for Army communicators and agencies. The 139-slide manual covers logo lockups, the G.I. typeface, primary palette (Army Black, Army Gold, Army Green), a framing grid, motion toolkit, iconography, and data-visualization styles. Three identity principles (Clear, Confident, Human) run throughout, with WCAG/Section 508 accessibility rules, 'Be All You Can Be' tagline assets, and family-of-brands deployment guidance.
- Category
- Guideline
- Industry
- Enterprise
- Brand
- U.S. Army
- Published
- Slides
- 139
- Slide 1: U.S. Army Brand Guidelines
- Slide 2: Explains that the guide deconstructs and defines the U.S
- Slide 3: Table of contents listing 16 sections, including brand strategy, logo
- Slide 4: Section header marking the start of the Brand Strategy chapter
- Slide 5: Brand strategy: Possibilities & pillars
- Slide 6: Section header introducing the Identity Principles that define the visual
- Slide 7: Identity principles: Clear, Confident, Human
- Slide 8: Identity principles: guidance
- Slide 9: Introduces the logo chapter, framing the mark as the most
- Slide 10: The U.S. Army star
- Slide 11: The U.S. Army Logo
- Slide 12: Defines two official lockups: Logo 1 (horizontal) is the preferred
- Slide 13: Provides optical-centering rules for both lockups:align specific points
- Slide 14: Specifies minimum clear space measured from the height
- Slide 15: Lists minimum sizes for legibility: Logo 1: 0.75" print
- Slide 16: Shows the approved color treatments: preferred reverse, positive
- Slide 17: Specifies rules: use the reverse logo on Army Black
- Slide 18: Social media profile image
- Slide 19: Logo: things to avoid
- Slide 20: The U.S. Army color palette
- Slide 21: Primary color palette The U.S
- Slide 22: A secondary palette rooted in military finishes (Tan, Field 01
- Slide 23: Defines usage weights for the system:Army Black (30%), Army Gold
- Slide 24: Provides exact color values for primary and secondary palettes (RGB/HEX/PMS/CMYK)
- Slide 25: Lists approved pairings:Army Gold on Army Black, Army Black
- Slide 26: Three highlight colors:Highlight Orange, Highlight Green, Highlight Red
- Slide 27: Summarizes WCAG contrast requirements and approved text/ combinations (e.g., Army
- Slide 28: Color: things to avoid
- Slide 29: Introduces the chapter: how type expresses the Army brand voice
- Slide 30: G.I. font G.I. key
- Slide 31: G.I. font weights G.I
- Slide 32: Italic styles mirror the three base weights (G.I
- Slide 33: G.I. font features G.I
- Slide 34: Language support The G.I
- Slide 35: hierarchy The U.S. key
- Slide 36: A specification table maps style levels (eyebrows, primary/secondary/tertiary headlines, quotes
- Slide 37: When using English, align text to the top margin
- Slide 38: For common office applications use Arial as the fallback system
- Slide 39: Do not center or right-align body text, avoid justified copy
- Slide 40: Photography is presented as a primary brand tool to capture
- Slide 41: Photography fundamentals The U.S
- Slide 42: Rich color U.S. key
- Slide 43: Images should be uncluttered and direct, using framing and selective
- Slide 44: Photography should use first‑person angles, motion, and cinematic framing
- Slide 45: Two primary content themes:Purpose & Passion and Community & Connection:frame
- Slide 46: Photography should reveal soldiers' personal motivations and sense of duty
- Slide 47: Use imagery to capture camaraderie, collaboration, and the team dynamics
- Slide 48: Guidance covers representation, correct uniform and grooming standards, and rules
- Slide 49: Civilian imagery should feel personal, relatable, and authentic:reflecting diverse geographies
- Slide 50: Color correction aligns image assets with the brand by warming
- Slide 51: Photography: things to avoid
- Slide 52: framing: grid framework and contents
- Slide 53: Defines the framing grid as the foundation for all visual
- Slide 54: Explains a symmetry-based grid system:spaces divisible by two horizontally
- Slide 55: Using the grid: 1×1 framing
- Slide 56: Three practical 1×1 layouts: headline with logo, headline
- Slide 57: Using the grid: 2×2 framing
- Slide 58: Presents four 2×2 system treatments:headline with full-bleed photo and logo
- Slide 59: Defines the exposed grid as a device that leverages
- Slide 60: Exposed grid device fundamentals
- Slide 61: Building the exposed grid device
- Slide 62: Exposed grid device examples
- Slide 63: framing: things to avoid
- Slide 64: Introduces motion as a tool for engaging, human communications
- Slide 65: Explains that motion fundamentals reflect Army identity principles and ensure
- Slide 66: Motion fundamentals: Bold energy and Purposeful movement
- Slide 67: Defines bold energy as no-nonsense, high-impact motion with dynamic pacing
- Slide 68: Defines purposeful movement as tightly choreographed, precise motion with exact
- Slide 69: Lists five foundational motion tools:logo, type movements, framing styles
- Slide 70: Documents logo animation patterns:'Big Bang' for longer formats, 'Starburst'
- Slide 71: Defines three framing approaches:Core (telegraphic and bold), Block (photography plus
- Slide 72: Field of stars element
- Slide 73: Establishes motion fundamentals for branded video: prefer straight cut transitions
- Slide 74: Introduces iconography as the essence of nonverbal visual storytelling, lists
- Slide 75: Defines the system as bold, simple icons based on authentic
- Slide 76: Specifies three standard sizes:60px, 40px, and 20px:notes complexity should decrease
- Slide 77: Defines three approved icon colors:White, Army Black, and Army Gold:provides
- Slide 78: Provides practical pairings of icons with the G.I
- Slide 79: Offers a categorized icon library (transport, personnel, tools, services, documents
- Slide 80: Introduces data visualization as the next brand chapter, emphasizing simple
- Slide 81: Defines two visualization approaches: Reporting and Expressive
- Slide 82: Data visualization style: Reporting
- Slide 83: Data visualization style: Expressive
- Slide 84: Introduces the Army’s primary tagline, 'Be All You Can Be,'
- Slide 85: The U.S. Army Tagline
- Slide 86: Two approved configurations exist: Tagline 1 (primary horizontal)
- Slide 87: Minimum clear space around the tagline is defined
- Slide 88: Minimum sizes are specified for both configurations: primary tagline
- Slide 89: Preferred treatment is Army Gold on dark backgrounds or images
- Slide 90: Tagline: things to avoid
- Slide 91: Brand architecture helps the U.S
- Slide 92: What is brand architecture?
- Slide 93: Describes a family-of-brands approach that leverages the U.S
- Slide 94: How we deploy our family of brands
- Slide 95: Our brand hierarchy model
- Slide 96: Our brand hierarchy model
- Slide 97: Introduces the signature system for using the enterprise logo (L1)
- Slide 98: Logo 1 (horizontal) fundamentals
- Slide 99: Applying Logo 1 (horizontal)
- Slide 100: Logo 2 (stacked) fundamentals
- Slide 101: Creating an enterprise Army logo lock-up
- Slide 102: Provides approved pairings of the enterprise star with various unit
- Slide 103: Establishes that voice guides how the Army speaks:messaging
- Slide 104: Introduces three complementary principles:Clear, Confident, Human:that together define the Army's
- Slide 105: Defines 'Clear' as organized, direct, and fact-driven communication: concise plans
- Slide 106: Defines 'Confident' as an assured, secure, trustworthy voice that emphasizes
- Slide 107: Defines 'Human' as genuine, inclusive, and honest communication that connects
- Slide 108: Presents a long-form messaging framework that positions the Army
- Slide 109: Compares original recruiting copy for full-time school with a rewritten
- Slide 110: Sample rewrite: education (explained)
- Slide 111: Gallery: consistent implementation of the Army's visual identity
- Slide 112: Your victories begin where your limits end
- Slide 113: You can make a difference in the Army. There
- Slide 114: Poster campaign: Live up to anything; Make the most
- Slide 115: Find your strength in our force
- Slide 116: Careers: 91A: M1 Abrams Tank Systems Maintainer
- Slide 117: Social media headers: Twitter profile examples
- Slide 118: Social media stories: aspirational messaging examples
- Slide 119: Social media stories: training, cyber, and benefits templates
- Slide 120: Social media tiles: MOS carousel and role prompts
- Slide 121: Social media carousel: 'Your ticket to travel' campaign
- Slide 122: 19D Cavalry Scout: skills and CTA
- Slide 123: Social tile grid: modular recruitment creative
- Slide 124: Motion story frames: airborne countdown
- Slide 125: Motion story frames: star mark and hero footage
- Slide 126: UH-60 Black Hawk pilot motion sequence
- Slide 127: GoArmy presents: 'An Officer's Journey' title sequence
- Slide 128: Fort Gordon location and event frames
- Slide 129: Email template: 'Find Your Greater Than.'
- Slide 130: Mobile app screens: run timer, training, route
- Slide 131: Business card Example U.S
- Slide 132: Overview of Army PowerPoint templates with a large title slide
- Slide 133: Contact: Army Enterprise Marketing Office (AEMO)
- Slide 134: Appendix index listing topics and slide references including ADA/Section 508
- Slide 135: Summarizes WCAG guidance and Success Criteria (notably 1.4.3 and 1.4.11)
- Slide 136: Contrast-compliance table for primary brand colors (Army Gold, Army Black
- Slide 137: Contrast-compliance table for secondary palette fields and grays, documenting WCAG
- Slide 138: Contrast results for highlight colors (orange, green, red, etc.), showing
- Slide 139: Large showcase of the U.S
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