Canadian Army raises eyebrows with new ‘supplementary’ logo, but says its main emblem will remain
An army spoksperson emphasized to the Star that its official logo will remain unchanged, and that new rebranded “icon comes at zero expense to the taxpayer.”
It hasn’t been an easy 24 hours online for the Canadian Army.
On Friday morning, the branch of the Canadian Armed Forces unveiled its “revitalized branding” on X, formerly Twitter, showcasing pixels with shades of beige and brown, and asking people in the comments to send in their thoughts.
“It looks like a Minecraft character milking an elk,” one user replied. “That looks like a Lego moose,” another said.
The Canadian Army has not changed its official logo. We remain proud of our official emblem.
The icon launched today is a supplementary design only that will be used in the bottom left corner of certain communications products and in animations for videos. pic.twitter.com/iOLvJ2HBlB
But the Army took to X later in the day to ease some people’s fears that it was replacing and retiring its traditional emblem.
“The Canadian Army has not changed its official logo,” Maj. Dennis Noel, deputy-director of Army Public Affairs, emphasized to the Star, adding that the new icon is a “supplementary design” that will show up on certain communications and videos.
The rebrand coincides with the launch of a new camouflage pattern, Noel said, and the pixels in the logo were extracted from that pattern.
“The icon was developed without additional funds or involvement of external companies. It was developed by DND’s (Department of Defence) internal graphic design team, and this icon comes at zero expense to the taxpayer,” Noel added.
The army’s official logo will remain as three maple leaves, two crossed swords and a crown.
“We regret any confusion caused by the Canadian Army’s X post, and we once again reiterate that the official Army icon remains unchanged,” Noel said. “Canadian soldiers at home and around the world remain proud of our official emblem.”
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