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New Logo and Uniforms for Army West Point Athletics by Nike
 

before

after

Noted May. 11, 2015 by Armin

Industry / Sports Tags /

About

(Previously Army West Point Black Knights) Army West Point Athletics is the athletics program of the United States Military Academy at West Point (USMA), also known as West Point, Army, The Academy or simply, The Point, is a four-year coeducational federal service academy located in West Point, New York.

Design by

Nike Graphic Identity Group

Related links

Army West Point press release
Rebranding microsite

Relevant quote
The Army West Point primary mark embodies the soldier scholar ideal, using Athena’s helmet to symbolize wisdom and a sword to represent the battle-ready warrior.

In order to create consistency throughout the entire Army West Point Athletics program, Nike designed a crest featuring shield, helmet, sword and star. The helmet and shield of mythological Greek goddess Athena symbolize wisdom, while the sword represents the warrior ready for battle. The elements come together to represent Army West Point Athletics with power and authenticity.

The primary color palette contains black, gold, gray, and white. It will serve as the primary palette, used on most brand applications. This is a color palette that is authentic to military history, finishes and materials, such as the components of gunpowder, the current Army Combat Uniform (ACU) and the Long Gray Line.

Army West Point press release

Images (opinion after)
New Logo and Uniforms for Army West Point Athletics by Nike
Logo detail.
Colonel Ty Seidule, Head of the Department of History, United States Military Academy at West Point, explains the logo elements.
New Logo and Uniforms for Army West Point Athletics by Nike
Typography.
New Logo and Uniforms for Army West Point Athletics by Nike
New Logo and Uniforms for Army West Point Athletics by Nike
New Logo and Uniforms for Army West Point Athletics by Nike
New Logo and Uniforms for Army West Point Athletics by Nike
New Logo and Uniforms for Army West Point Athletics by Nike
Uniforms.
New logo and uniform introduction. They sure like to repeat themselves.
Opinion

Since 2000, the athletics teams had been known as the Black Knights but with this change the medieval approach goes away… sort of. Although not alluding particularly to knights in shining armor galloping on horses the new logo is based on the helmet worn by Pallas Athena, the Greek goddess of wisdom, just war, skill and justice. So it's less Game of Thrones and more Clash of the Titans. (There was a bit of a hubbub about the Athena helmet, since it looks similar to Michigan State's). The composition of the new icon is interesting — as long as you get past the thought that maybe the sword is piercing the helmet — integrating all the elements in a cool way. For such a hurrah-America organization, though, the choice of a Greek goddess reference seems odd so perhaps to balance things out the typography is full-blown Army-like with a very in-your-face stencil approach. The alphabet has some good characters in it like the "B", "G", and "R" while others are plain awkward, like the "E" and "W". As usual, the uniforms look great in their simplicity and stark color palette although I wished they let the stencil type be a stencil and not put the obligatory stroke around every application.

Thanks to Dave Fowler for the tip.

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