The Association of the U.S. Army unveiled a new logo inspired by the World War II Army Rangers who scaled the cliffs of Pointe du Hoc in Normandy, France.

Revealed Oct. 9 at the opening ceremony of AUSA’s 2023 Annual Meeting and Exposition, the new logo represents AUSA’s role as the Army’s premier association and its efforts to grow and connect with a new generation of soldiers.

Established in 1950, AUSA adopted its current logo in August 1954. Designed by one of AUSA’s first members, it features a bald eagle, an olive branch, a shield and a torch.

Creating a new logo is part of AUSA’s 2025 Strategic Plan. It aims to refresh the association’s brand while broadening awareness of AUSA, its products and programs. It also seeks to appeal to a younger Army demographic.

The 1950s logo will be retained as AUSA’s seal and reserved for official documents, certificates and awards.

On June 6, 1944, as U.S. and Allied forces stormed the beaches of Normandy, France, the Rangers scaled the steep cliffs of Pointe du Hoc. Located 4 miles west of Omaha Beach, the Germans had built a fortified position for a coastal battery of six 155-mm howitzers. It was one of the most dangerous elements in the German coastal defenses in the area, according to the Army.

Commanded by Lt. Col. James Rudder, the Rangers were given the mission of capturing Pointe du Hoc and neutralizing the Germany coastal battery.

Gen. Omar Bradley called it the most difficult task he ever gave anyone under his command.

The Rangers approached Pointe du Hoc by boat and began the dangerous ascent, braving heavy enemy machine-gun fire and grenade attacks.

Although many soldiers were lost, the Rangers reached the top and accomplished their mission by capturing Pointe du Hoc.

Drawing from the Rangers’ incredible actions almost 80 years ago, AUSA’s logo seeks to recognize the tremendous contributions of those who came before while keeping their stories alive for the next generation.

Brown said he hopes the new logo will resonate with the Army community and AUSA members. “When people recognize the new brand, I want them to see that AUSA focuses on the people who are the Army,” he said. “It takes a team—soldiers, families, civilians, retirees, veterans and industry—but one objective: to support the Army community.”

— Michelle Tan