Truly one of the most famous academic institutions in the country — nay, the world! — the United State Military Academy at West Point announced a new visual direction for its iconic athletics brand today, the result of 18 months of research and planning. Army West Point not only unveils new logos and consistent colors across all sports, but also officially revives its “Cadets” nickname, dropping the “Black Knights” moniker in the process.
The new athletic identity will be seamlessly incorporated across all varsity sports, ensuring all Army West Point teams will wear the consistent colors, logos, letters and numerals, starting with the football team this fall. To create an identity that was both uniform and symbolic of Army West Point’s soldier-scholar ideals, Nike designed a primary logo that joins together a sword and the helmet of Greek goddess Athena, set against her shield. The sword represents battle-readiness, while the shield and helmet symbolize wisdom.
The primary palette of Army West Point is now black, gold, gray and white, and will be used across the vast majority of teams and branding. That selection of colors authentically reconciles with military history, finishes and materials, including components of gunpower and the current Army Combat Uniform.
All 28 Army West Point intercollegiate sports teams will showcase the new logos, colors, letters and numbers beginning this fall. Merchandise is available for purchase and pre-sale immediately on Nike.com and GoArmySports.com.
Finally, Lt. Gen. Robert Caslen, Jr., superintendent of the US Military Academy at West Point, weighed in with a statement on the brand reimagining.
To separate the Army from West Point is to take away the purpose of the United States Military Academy. Since its founding in 1802, West Point has produced soldier scholars and leaders of character for America. This innovative new branding respects and elevates the Academy’s history and heritage and reflects the unique qualities of Army West Point Athletics, while tying the service to the Academy.
