ABOUT AEMO
The Army Enterprise Marketing Office (AEMO) is the corporate marketing office for the United States Army. Located in the heart of Chicago, AEMO is responsible for developing, executing and analyzing national level marketing campaigns in support of the Army's recruiting mission.
We conduct expansive market research to continuously optimize marketing programs through testing, measurement, and analysis. Gathering data across all touch points allows us to precisely attract the right talent for every role. We use market and accessions analysis to develop best-value strategies and tactics to inform the American people and motivate men and women to join all three components of the U.S. Army.
We are taking Army marketing from the industrial age into the information age and beyond by modernizing the prospect’s journey and delivering the Soldiers and Leaders of tomorrow.
OUR VISION AND MISSION:
VISION:
Making the Army the most irresistible full-time or part-time life choice for our nation’s youth.
MISSION:
To engage precisely the right talent for the U.S. Army by executing best-in-class marketing and advertising programs. Achieving the recruiting mission is our #1 priority. We identify, nurture, and deliver prioritized leads to our accession partners. We are a trusting, collaborative, and agile team and our insights are derived from data.
AEMO IN THE NEWS
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Conversations with Industry
January 28, 2025
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Army launches first campaign spotlighting Army civilian careers
May 9, 2024
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Army participates in the Chicago auto show
February 13, 2024
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New Army campaign inspires youth to take the first step to “Be All You Can Be”
August 21, 2023
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New Army brand redefines 'Be All You Can Be' for a new generation
March 8, 2023
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In The Loop
February 7, 2023
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Army Marketing - inputs and impacts - two years in the making
September 2, 2021
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U.S. Army Reveals the People Behind the Uniform in New Animated Film Series
May 4, 2021
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Next Chapter of “What's Your Warrior?” Offers Deeper Look at Army Careers
January 12, 2021
Our Stakeholders
There are a number of stakeholders and partners needed in order to showcase the Army as the most irresistible full-time or part-time life choice for our nation’s youth.
U.S. Army Special Operations Command
Assistant Secretary of the Army - Manpower and Reserve Affairs
GoArmy
We manage GoArmy.com, the Army’s marketing website showcasing the diverse career opportunities the Army offers, as well as all GoArmy social media channels which show life in the Army from a Soldier’s perspective.
https://www.instagram.com/goarmy/
https://www.facebook.com/goarmy/
ARMY BRAND GUIDELINES
The Enterprise Army Brand is a strategic brand marketing initiative designed to assist the Army in developing a unified approach to all communications and messaging.
The Enterprise Army Brand is intended to align and unify strategy and communication across organizations within the Army, to form one consistent and comprehensive Army Brand. It is designed to help all Army stakeholders and the American public better understand and value the Army institution, so they will be more willing to support, recommend, or consider joining either as a Soldier or Army Civilian.
A few key factors prompted this important initiative:
- Desire to differentiate the Army from other military branches and increase first choice preference.
- Mixed Messages: Many “individual logos and brand” approaches were in use throughout the Army organization yielding both confusion and inefficiency.
An Enterprise Brand and Enterprise Brand Strategy creates a single, universal, brand positioning that clearly and succinctly identifies what the Army stands for, while allowing tailored and strategically linked messaging to address specific audience and constituent requirements.
The components of an Enterprise Brand include a Brand Hierarchy, a Brand Positioning Statement, Value Propositions, and Messaging Platform.
The end result is a comprehensive Enterprise Brand structure and strategy, efficiencies across the Army as related to communication, and a reinforcement of efforts toward maintaining the All-Volunteer Force.
BRAND GUIDELINES DOWNLOAD
The U.S. Army Guidelines are a usable “step-by-step” guide to demonstrate how the visual elements are to be used in creating compelling communications in their look, feel and structures. The guidelines give clear direction while allowing the flexibility to be creative.
Box (Please Click the Link Below)
Brand Guidelines - Expired March 8, 2023
For access to box, please contact Mr. Alex Faulkner at alex.m.faulkner2.civ@army.mil for approval.
U. S. ARMY FONTS DOWNLOAD
Headlines should always be set in uppercase U.S. Army Bold. Body copy should be set in U.S. Army Regular, upper and lowercase.
Use of the italic and condensed U.S. Army face is NOT permitted, nor is substituting or combining it with any other font.
Layouts should always be clean and evenly balanced, avoiding heavy blocks of text or busy and illegible combinations of text and imagery.
Titles and body copy should be left aligned at all times and never centered or fully justified.
PLEASE NOTE: All copy should follow the “AP style” in all instances. When using words like “chaplain”, “families”, “cadets”, “commissioned officer” or “officer”, please note that these no longer use initial caps and the only word that uses initial caps is “Soldier(s).”
Box (Please Click the Links Below)
U.S. Army Fonts - Expired March 8, 2023
For access to box, please contact Mr. Alex Faulkner at alex.m.faulkner2.civ@army.mil for approval.
ARMY LOGO DOWNLOAD
There are two formats of the U.S. Army logo:
- 3D Patch version: Should be used wherever possible when logo size is over 1 inch (except in digital).
- 2D Vector version: Should be used on all digital and when logo size is under 1 inch.
Note: The U.S. Army logo may not be dismantled or embellished in any way. The U.S. Army logo must always be portrayed in its entirety.
Box (Please Click the Link Below)
Army Logos - Expired March 8, 2023
For access to box, please contact Mr. Alex Faulkner at alex.m.faulkner2.civ@army.mil for approval.
NATIONAL GUARD LOGO DOWNLOAD
Please select a link below to download the National Guard and region specific logos.
Box (Please Click the Link Below)
National Guard Logos - Expired March 8, 2023
For access to box, please contact Mr. Alex Faulkner at alex.m.faulkner2.civ@army.mil for approval.
CREATIVE TEMPLATES
Below are links to creative templates to help get you started.
Box (Please Click the Link Below)
Creative Templates - Expired March 8, 2023
For access to box, please contact Mr. Alex Faulkner at alex.m.faulkner2.civ@army.mil for approval.
BRAND IMAGE LIBRARY
Photos from https://www.usarmybrandportal.com are no longer available to use due to licensing expirations. Use the link below to gain access to thousands of images stored on our image library. Please remember to choose photos that are up to date with current uniforms.
DVIDS Images (Please Click the Link Below)
CONTACT SUPPORT
If you have any trouble accessing the files, please contact Mr. Alex Faulkner at alex.m.faulkner2.civ@army.mil with "BRAND PORTAL SUPPORT" as the subject line.
ARMY BRAND GUIDELINES
Brand Guidelines - Comprehensive visual identity guidelines that codify and explain the mechanics of the visual identity system.
Brand Architecture Guidelines - Describes and defines the relationships between the different levels.
Brand Architecture Signature Sys. - Shows how the brand architecture guidelines can come to life in physical and visual assets.
Guidance and assets are available in the OCPA PA Portal (CAC enabled).
For assistance with access to the assets, please contact Mr. Alex Faulkner at alex.m.faulkner2.civ@army.mil for approval.
BRAND EDUCATION TRAINING
Brand Stewardship - A training that provides a high-level overview of the VisID, guidance on how to be a brand steward, and inspire leaders as they begin to utilize the VisID at their local and regional levels.
Leadership Training - A virtual training with Command HO & BOE level audience on the new VIS ID and sneak peek into the Agnostic Creative Assets that will be available at launch.
Practitioner Training - A virtual training with Command HO and BOE level audiences on the new VisID. Providing a deeper dive on how to use the brand guidelines, which assets are preferred, and best practices across all toolkits to help prepare them for launch.
Guidance and assets are available in the OCPA PA Portal (CAC enabled).
For assistance with access to the assets, please contact Mr. Alex Faulkner at alex.m.faulkner2.civ@army.mil for approval.
TOOLKITS
Verbal Identity – Conveys the major themes, benefits, and facts to communicate new values at the enterprise level across all audiences. Includes 3-4 unified topline messages, sample proof points and annotated examples using two messaging pillars.
Lifestyle Merchandise Inspiration - Strategic framework and visual approach to applying the brand to innovative merchandise. Used to ideate on creative and effective branded merch solutions across all stages in the prospect's journey; from contract and beyond.
Social Media Design Inspiration - Design inspiration for social media. Intended to inspire flexibility, variety and creative innovation; while aligning with core Visual Identity spirit and tone.
Data Visualization - A documented approach to data visualization. Includes charts, graphics and illustrations for reporting and expressive data visualization. Designed for flexibility and visual consistency.
Motion Toolkit - A documented approach to motion. Used to create engaging communications. Includes motion principles, logo animation, mnemonic, title card, lower third, logo interstitial swipe, segment bumpers, and graphic icons.
Iconography - Army iconography reflects the purpose-built mission-first character of the organization. Its design meshes with the brand's clean, ruled lines to create a versatile, telegraphic, and durable visual vocabulary.
Guidance and assets are available in the OCPA PA Portal (CAC enabled).
For assistance with access to the assets, please contact Mr. Alex Faulkner at alex.m.faulkner2.civ@army.mil for approval.
ASSETS & TEMPLATES
Assets include logos, taglines, typography, color, iconography, photography, social media assets, additional logos, core templates and extended templates.
Guidance and assets are available in the OCPA PA Portal (CAC enabled).
For assistance with access to the assets, please contact Mr. Alex Faulkner at alex.m.faulkner2.civ@army.mil for approval.
CONTACT SUPPORT
If you have any trouble accessing the files, please contact Mr. Alex Faulkner at alex.m.faulkner2.civ@army.mil with "BRAND PORTAL SUPPORT" as the subject line.
CREATIVE ASSETS AND TEMPLATES
Logos and Social Media Icons - Contains two options for the logo and a breakdown of the social media icon usage.
Photography - New USAR photo library.
Toolkit - Serves as an educational toolkit that provides an overview of the campaign concept and launch plan, as well as a deep dive into the accessibility and usage of local creative assets.
For access to the assets, please contact Mr. Alex Faulkner at alex.m.faulkner2.civ@army.mil for approval.
CONTACT SUPPORT
If you have any trouble accessing the files, please contact Mr. Alex Faulkner at alex.m.faulkner2.civ@army.mil with "USAR BRAND PORTAL SUPPORT" as the subject line.