West Point athletics unveils new brand identity

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  • Army West Point Athletics unveiled Athena Shield as it’s new primary branding logo April 13 at Eisenhower Hall. The purpose of the Army West Point Athletics Brand is to elevate, clarify and unify the Academy’s identity on a national level. This innovative new branding respects and elevates the Academy’s history and heritage, and it reflects the unique qualities of the United States Military Academy at West Point. The primary mark portrays the Soldier-scholar ideal and reflects the academic, military, physical and character development of a USMA education. (U.S. Army photo by: William C. Bunce/ West Point DPTMS VI)
  • Army West Point Athletics unveiled Athena Shield as it’s new primary branding logo April 13 at Eisenhower Hall. The purpose of the Army West Point Athletics Brand is to elevate, clarify and unify the Academy’s identity on a national level. This innovative new branding respects and elevates the Academy’s history and heritage, and it reflects the unique qualities of the United States Military Academy at West Point. The primary mark portrays the Soldier-scholar ideal and reflects the academic, military, physical and character development of a USMA education. (U.S. Army photo by: William C. Bunce/ West Point DPTMS VI)
  • Army West Point Athletics unveiled Athena Shield as it’s new primary branding logo April 13 at Eisenhower Hall. The purpose of the Army West Point Athletics Brand is to elevate, clarify and unify the Academy’s identity on a national level. This innovative new branding respects and elevates the Academy’s history and heritage, and it reflects the unique qualities of the United States Military Academy at West Point. The primary mark portrays the Soldier-scholar ideal and reflects the academic, military, physical and character development of a USMA education. (U.S. Army photo by: William C. Bunce/ West Point DPTMS VI)
  • Army West Point Athletics unveiled Athena Shield as it’s new primary branding logo April 13 at Eisenhower Hall. The purpose of the Army West Point Athletics Brand is to elevate, clarify and unify the Academy’s identity on a national level. This innovative new branding respects and elevates the Academy’s history and heritage, and it reflects the unique qualities of the United States Military Academy at West Point. The primary mark portrays the Soldier-scholar ideal and reflects the academic, military, physical and character development of a USMA education. (U.S. Army photo by: William C. Bunce/ West Point DPTMS VI)
  • Army West Point Athletics unveiled Athena Shield as it’s new primary branding logo April 13 at Eisenhower Hall. The purpose of the Army West Point Athletics Brand is to elevate, clarify and unify the Academy’s identity on a national level. This innovative new branding respects and elevates the Academy’s history and heritage, and it reflects the unique qualities of the United States Military Academy at West Point. The primary mark portrays the Soldier-scholar ideal and reflects the academic, military, physical and character development of a USMA education. (U.S. Army photo by: William C. Bunce/ West Point DPTMS VI)
  • Army West Point Athletics unveiled Athena Shield as it’s new primary branding logo April 13 at Eisenhower Hall. The purpose of the Army West Point Athletics Brand is to elevate, clarify and unify the Academy’s identity on a national level. This innovative new branding respects and elevates the Academy’s history and heritage, and it reflects the unique qualities of the United States Military Academy at West Point. The primary mark portrays the Soldier-scholar ideal and reflects the academic, military, physical and character development of a USMA education. (U.S. Army photo by: William C. Bunce/ West Point DPTMS VI)
  • Army West Point Athletics unveiled Athena Shield as it’s new primary branding logo April 13 at Eisenhower Hall. The purpose of the Army West Point Athletics Brand is to elevate, clarify and unify the Academy’s identity on a national level. This innovative new branding respects and elevates the Academy’s history and heritage, and it reflects the unique qualities of the United States Military Academy at West Point. The primary mark portrays the Soldier-scholar ideal and reflects the academic, military, physical and character development of a USMA education. (U.S. Army photo by: William C. Bunce/ West Point DPTMS VI)
  • Hints of the rebrand appeared in the 2012 Army-Navy football game uniforms, which featured stenciled numbers and a helmet/sword design similar to the “Athena Shield.”
  • Four different football uniform designs were modeled by current West Point football players during Monday’s ceremony, including black, gold and white helmets. ​
  • “Cadets,” “Black Knights” and “The Corps” all are part of new branding efforts for Army Athletics, said Col. Ty Seidule, head of West Point’s history department, during Monday’s rollout. “Depending on the place and time, we’re going to use all of them.”
  • The new shield includes plenty of imagery beyond the helmet and sword. Among the design highlights: A star at the bottom and 13 stripes on the crest, elements in place to evoke the original colonies and the American flag design.
  • The “A” symbol, familiar to those with West Point letterman’s jackets, will be retained under the new athletic department rebranding.
  • “Stenciling, to me, means pride,” said Col. Ty Seidule, head of the U.S. Military Academy’s history department, during Monday night’s rebranding announcement.
  • A 2010 camo-themed uniform drew criticism from many Army football fans.