Positives and Negatives of the New Brand

The full details of the re-branding of Army athletics were released on Monday to some fanfare both at the Academy and around the country. It is not often any team, let alone one with the history and prestige of Army, undergoes such sweeping changes to their look and brand overnight. As with any change there are positives and negatives, so here are a few of each:

Positives

Army West Point

One of the changes which will be most obvious in day to day sporting life is that the United States Military Academy will now go by the name Army West Point. This is a huge change and it is one which sets the academy apart from any other school out there. By all accounts this idea evolved during the process and is designed to emphasize the positives, reduce public confusion and tie the service to the academy. It has also allowed for the creation of a pretty stellar and bold Army West Point logo which will be a big time merchandize seller.

New Logo

The other major part of the rebrand is the new logo which will be donning Army West Point uniforms very soon. The logo features Athena's helmet to embody the scholar portion of the academy, a sword to represent the battle-ready warrior, and also has a star on a shield background similar to the school's crest with traditional gold and black colors. While we will be sad to see Capeman go, there is no doubt that the components involved make perfect sense for the new brand.



Negatives

Too many nicknames

So the Black Knights name got a reprieve after all, but the school is also going to use “the Corps” and “the Cadets” at certain points. It is almost like Nike wanted to do away with the Black Knights’ moniker, but they didn’t have the power to do so in the end. In addition while Army West Point is a great title, the Army West Point Black Knights or AWPBK is just way too much of a mouthful.

Reverse Michigan State

While all the components of the logo do make sense there is no doubt that the end result looks like a reverse Michigan State with a sword plunged through the helmet. Hopefully when on the field this resemblance will blend away, but just looking at the logo you wonder how in 18 months Nike couldn’t come up with a way to make the look a little more unique.

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\r\n

\r\nNegatives

\r\nToo many nicknames

\r\nSo the Black Knights name got a reprieve after all, but the school is also going to use “the Corps” and “the Cadets” at certain points. It is almost like Nike wanted to do away with the Black Knights’ moniker, but they didn’t have the power to do so in the end. In addition while Army West Point is a great title, the Army West Point Black Knights or AWPBK is just way too much of a mouthful.

\r\n\r\nReverse Michigan State

\r\n\r\nWhile all the components of the logo do make sense there is no doubt that the end result looks like a reverse Michigan State with a sword plunged through the helmet. Hopefully when on the field this resemblance will blend away, but just looking at the logo you wonder how in 18 months Nike couldn’t come up with a way to make the look a little more unique.\r\n","mobileBody":"Positives

Army West Point

One of the changes which will be most obvious in day to day sporting life is that the United States Military Academy will now go by the name Army West Point. This is a huge change and it is one which sets the academy apart from any other school out there. By all accounts this idea evolved during the process and is designed to emphasize the positives, reduce public confusion and tie the service to the academy. It has also allowed for the creation of a pretty stellar and bold Army West Point logo which will be a big time merchandize seller.

New Logo

The other major part of the rebrand is the new logo which will be donning Army West Point uniforms very soon. The logo features Athena's helmet to embody the scholar portion of the academy, a sword to represent the battle-ready warrior, and also has a star on a shield background similar to the school's crest with traditional gold and black colors. While we will be sad to see Capeman go, there is no doubt that the components involved make perfect sense for the new brand.

New Nike Uniforms For Army West Point Football #ArmyWestPoint pic.twitter.com/ovKiLE28A2

— ArmyWestPoint Sports (@GoArmyWestPoint) April 14, 2015


Negatives

Too many nicknames

So the Black Knights name got a reprieve after all, but the school is also going to use “the Corps” and “the Cadets” at certain points. It is almost like Nike wanted to do away with the Black Knights’ moniker, but they didn’t have the power to do so in the end. In addition while Army West Point is a great title, the Army West Point Black Knights or AWPBK is just way too much of a mouthful.

Reverse Michigan State

While all the components of the logo do make sense there is no doubt that the end result looks like a reverse Michigan State with a sword plunged through the helmet. Hopefully when on the field this resemblance will blend away, but just looking at the logo you wonder how in 18 months Nike couldn’t come up with a way to make the look a little more unique. 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