Forged By The Sea

United States Navy launches new image.

Navy Press Release:

The genesis of the new campaign was in the spring of 2016, when the Navy selected a new marketing agency, known as the Navy Partnership — led by Young & Rubicam (Y&R) — and directed it to create an enduring and authentic brand identity, tagline and unified marketing strategy to inspire and motivate potential recruits to join. […]

“What we found was that there was nearly 100 percent awareness of the Navy, but zero percent understanding of the Navy’s full mission, reach and influence,” said Ken Dowling, head of the Navy Partnership and managing director at Y&R Memphis. “Centennials saw the Navy’s purpose as one dimensional and strongly tied to defense and combat. The things that set the Navy apart from other branches of the military weren’t well-defined and there was limited awareness of the wide range of career opportunities the Navy offers.” […]

Armed with its research, the Navy Partnership began the creative process, considering a variety of brand identities and thousands of taglines before eventually narrowing the options to six. The taglines and brand elements were tested not only with Centennials but also current enlisted Sailors, officers, Navy veterans and key influencers.

[…] Getting the support of current Navy personnel and veterans was essential to creating a genuine brand identity and tagline “Forged by the Sea” was overwhelmingly selected as the new tagline by the various focus groups. It effectively communicates that the Navy has evolved in response to the sea, and that Sailors are tested and shaped by the Navy and their sea experience, becoming better versions of themselves.

Starting January 1, 2018, Second Life's United States Navy Third Fleet will start replacing the old logo in all PR material with the updated image. We will also, where necessary, replace the old font by the new one. This re-branding effort keeps us in line with the continued effort to represent as accurately as possible our real life counterpart. Go Navy!

CAPT. Asra Kron
NASMCO / TFCOM