The process of reimagining an iconic logo took center stage at the recent White Sands Missile Range town hall on Aug. 14, where a fresh design for the beloved red, white, and blue WSMR emblem was unveiled. This rebranding effort was driven by the desire to create a visual identity that accurately represents the range's significance on a global scale in 2025.
The main change to the emblem was the addition of “America's Range, First to Test” to its outer edges. White Sands Missile Range's Senior Commander, Col. Andrew R. Morgan, stated that this new emblem is not replacing the legacy emblem, but rather serves as an additional visual aid to help inform the public about what White Sands Missile Range represents.
“The legacy emblem has a proud heritage, so we wanted to preserve it while building on it. America's Range has a proud reputation for history-making tests of national importance. We have been the site where some of our nation's greatest concepts have been brought to life,” said Morgan. “We want this emblem to capture Team WSMR's origin story, its present contributions, and the exciting future ahead of this Range and its great workforce”
The unveiling of this new emblem coincides with the 80th anniversary of WSMR, which was celebrated on July 9, 2025. A commemoration of the establishment of White Sands Proving Ground, now known as White Sands Missile Range, is scheduled for Oct. 17 at WSMR, followed by an 80th anniversary observance of the Trinity Site test on Oct. 18 during the Trinity Site Open House.
White Sands Missile Range truly belongs to the people of America. It is not just a military installation; it is a vital part of our country's national heritage, rich in history and stories that reflect the collective experiences of the community. This range embodies the shared spirit of the Southwest, connecting countless individuals who may never have set foot there but still feel a deep connection to its legacy. The range serves as a reminder that its significance extends beyond its operations, as it is a place that resonates with the identity and pride of the people it serves.
“White Sands Missile Range is America's Range because it is the place where soldiers, civilians, industry, and community come together to advance technology, safeguard freedom, and shape the future of defense,” said White Sands Missile Range Command Sgt. Maj. Hermes Acevedo, who also provided input on the emblem redesign. “America's Range is more than a place - it's a promise. It’s where team WSMR and partners unite to be the first to test, push boundaries, deliver innovation, and keep our nation strong.”
As the design team crafted the new emblem, Morgan chose to prominently feature the phrase “America's Range” in the upper half of the circle. This decision stemmed from a pivotal moment during a briefing, when Morgan realized that this phrase perfectly captured the essence of the range.
The redesign also included the tagline “First to Test” on the bottom half, a nod to the historic milestones of White Sands Missile Range, including the Trinity Site test and launching some of our country's earliest rockets into space. This element was crucial, as it intertwines the past with the present, reinforcing the range's storied history while acknowledging that White Sands will continue to be the site of new technological feats well into the future.
It was a pleasant surprise to learn that “America's Range” had previously been used to describe WSMR. This revelation highlighted that WSMR is still fulfilling its mission while adopting a new narrative and continuing to focus on modernization for warfighters. This insight allowed the team to honor their heritage while also embracing a fresh identity as they move forward.
As Morgan proudly addressed Team WSMR during the unveiling, he emphasized how the design process for the rebranding at WSMR is a testament to the incredible collaboration within the community. He explained that this venture goes beyond merely updating an emblem; it's about bringing people together to share ideas and foster a sense of unity and purpose. The town hall served as a pivotal moment, encouraging open dialogue and input from everyone at WSMR. It allowed team members to contribute their unique perspectives, ensuring that the new design truly reflects their collective spirit and mission-driven values. By working together, they are not just revitalizing a brand but also strengthening their bond as a community, moving forward under a banner that symbolizes their shared goals and aspirations.
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