MWR brand central banner

 

Our Brand

Safeguarding and supporting the long-term success and identity of the Army's Family and MWR Command and its programs and services is critical to brand sustainability and promotes cohesive and consistent messaging throughout applications and locations worldwide. The Family and MWR logo as well as the logos of its programs and services must be consistent across the enterprise so as not to confuse the customer, degrade the value and equity or infringe on the copyright of the brand.  The logo is only authorized for use as shown below.  Garrison created logos or logos that do not comply with published guidelines are not authorized for use and should be discontinued. Our customers are worldwide and our goal is for the Family and MWR logo to remain consistent across the enterprise. Additionally, ample options have been provided and authorized by the CG for use in all applicable applications.

 

IMCOM OPORD 10-253:  Family and MWR Brand and Family of Brands

Family and MWR Logo with Registered Trademark

MWR Logo
With Blue Trademark

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With White Trademark

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Please Note: Door decals must be printed on white, not clear decals.

 

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Embroidery Logo

These three logos are approved for embroidery applications.

For embroidery image areas 4" or larger, the standard Family and MWR logo icon may be used.

For embroidery image areas less than 4" and including most apparel items, the following three logo icons may be used.

 

MWR Logo

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MWR Logo with boundaries

The left graphic is for illustrative purposes only.  To customize for your garrison, download the file and replace "Fort Belvoir" with your garrison's name.  The garrison name should be 1/4" away from the top element and should not extend beyond the left and right boundaries.

 

Garrison name should not exceed 3" in total length and should remain inside the above noted borders (see grey lines).

 

Logo Standards

To safeguard and support the long-term success of the Family and MWR brand, it is important for Family and MWR communications to be unified and centrally managed.

 

A positive, unified Family and MWR brand image can only be instilled and maintained with a consistent, coordinated approach.The brand identity is the cornerstone of this effort.

 

The objective is to develop an Family and MWR brand identity that conveys one family of services, one voice, one look and one level of service and serves as a powerful foundation to engage employees and customers.

 

The logo shown here is for general Family and MWR use.

 

The preferred use of all logos includes the words “U.S. Army.”

 

These logo files should never be opened or altered in any way. In addition, you should not add onto nor delete any part of these logos. Altering these files will reduce the equity and value of the brand and cause confusion.

 

Garrison Customization

Preferred Signature Garrison Name Here

 

Protecting Our Most Valuable Communications Assets

The Family and MWR logos are the most important single component of the new visual identity. If we treat this new visual identity with care and respect, others will view it similarly. Please leave space surrounding the logo equal to or greater than the width shown to the right. This includes not placing the logo over an image or photo without a white or black background.

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Family and MWR Trademark

Variations, alterations, or modifications of the Family and MWR logo are not permitted; the prescriptions of the Family and MWR Logo Standards must be strictly followed.

A “trademark” is synonymous with a “brand.” It is a name or symbol that serves the function of visually associating the source of goods or services with a certain standard or quality. It identifies, in symbolic form, a reputation. Consistency of use maximizes the ability of a brand or trademark to achieve that goal. Consistency of use is all about attaining that reputation as quickly and as universally as possible. Once that reputation is achieved, a mark acquires the kind of secondary meaning, or distinctiveness. But most importantly for Family and MWR , Army personnel and other patrons Family and MWR serves, identify with the Family and MWR logo and accord a degree of loyalty to the goods and services it represents.

 

The distinguishing feature of trademark law is the concept of “use.” Continuity and consistency of use are critically important. The ultimate penalty for misuse or nonuse of a trademark is “abandonment”, that is, surrendering or relinquishing a legal right. Altering the appearance of a logo in any way while it is trademarked dilutes the legal position held by the owner of the trademark – in this case, Army Family and MWR – against infringement. That is why Army trademark attorneys have strongly and consistently warned against any variant use of the Family and MWR logo.

 

This stance is vitally important while the new Family and MWR logo is in the process of becoming established. In order to achieve the point that the Family and MWR logo receives the degree of recognition necessary to be considered distinctive under trademark law, continuity and consistency of use are essential. Any variation of the logo -- no matter how slight --- dilutes the original intent as filed with the US Patent and Trademark Office. Any logo variation can be cited by competitors as evidence that Army Family and MWR has no intent to acquire distinctiveness, creating an environment that would allow outside organizations to use the Family and MWR logo as they see fit. Thus, Family and MWR would lose the ability to protect the logo from unauthorized use by competitors, in effect, turning over an important legal and financial asset; our logo would become meaningless.

 

All of these reasons support our insistence that a strong continuity and consistency of use and appearance of the Family and MWR logo be maintained. We need your help to achieve this. Please ensure that every time the Family and MWR logo is used, it appears precisely as indicated in the Family and MWR Logo Standards. Also, whenever a third party is permitted to use the Family and MWR logo – for example, whenever items are purchased that are imprinted with the Family and MWR logo – a “non-exclusive limited license” clause describing the parameters of the use should be included in the contract. Any circumstances of improper use of the logo or unauthorized use by others must be reported to IMWR-BrandCentral@conus.army.mil immediately.

Visual Identity

The development of the Visual Identity Standards and communication templates will:

 

  • Facilitate more accurate perceptions of the full breadth, depth and value of Family and MWR programs and services worldwide
  • Drive overall awareness among key audiences
  • Convey imagery that supports Family and MWR brand positioning
  • Provide clear, practical standards for use by any person or department responsible for the development of communications and marketing materials, as well as advertising agencies, design firms, and other outside vendors who work for Family and MWR (including printers, developers of electronic inter-faces, signage suppliers, etc.)
  • Increase efficiency in the development and production of marketing materials
  • Allow all Family and MWR marketing professionals to create communications materials quickly, effectively, and with a consistent level of high quality
  • Reduce costs by diminishing the need for outside vendors

Friday, May 10, 2013
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