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.