Inspiration for a new logo for the Association of the U.S. Army, set to be revealed Oct. 9, came from a band of storied U.S. Army Rangers on D-Day.

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.

“You want to talk about tough missions. I’ve been to that cliff. I know some of you have. It would be hard to climb that cliff with nobody shooting at you,” said retired Gen. Bob Brown, AUSA president and CEO. “We were inspired by this amazing moment in history.”

The new logo, which will be unveiled Oct. 9, on the first day of AUSA’s 2023 Annual Meeting and Exposition in Washington, D.C., also represents teamwork, leadership and the strong bond shared by those who serve in and are connected to the Army.

“The teamwork and commitment displayed during this day is exemplary of the United States Army and of AUSA’s commitment to its mission, soldiers helping soldiers,” Brown said. “For almost 75 years, AUSA has provided a voice for the U.S. Army, supported it’s soldiers and honored those who have served to advance the security of our great nation.”