Family and MWR Branding

Consistent branding standards drive audience awareness and make our work more efficient. Without these standards, we will confuse audiences and cause more work for ourselves. We need your help to uphold the Family and MWR logo standards, including when we allow a third party to use our logo. When we buy items imprinted with the Family and MWR logo, the contract should include a non-exclusive limited license with branding details. Please report improper logo use to usarmy.jbsa.imcom-hq.mbx.g9-marketing@army.mil.

Our Name and Logo

   Figure 1: General purpose     Family and MWR logo.

Use “U.S. Army Family and MWR” or “U.S. Army Family & MWR” on marketing collateral designed for external customers, and use “Family and MWR” or “Family & MWR” internally. Our logo for general use is in Figure 1.

This circular logo is for general use on signage, printed and digital media, and other visual communications. The logo and tagline, “Soldiers, Families, Retirees, Civilians” cannot be altered or disassembled.

The circular standard Family and MWR logo (Figure 1) may be used for embroidery image areas 4" or larger. The exception is the front of a polo shirt, where the standard logo should not be over 2.5” in diameter and it does not fit, use the version in Figure 2. You can use that version on shirts or hats, as well as for promotional items that will not depict the round logo legibly.

Figure 2: Family & MWR logos for embroidery.

  Figure 3: Family & MWR logo    with garrison name.

Figure 3 shows how to include a garrison name with the embroidery logo. Place the garrison name ¼" below the top element, and within the Family & MWR left and right boundaries. The garrison name should not exceed 3" in length. The brand font used is Copperplate.

In addition, all logos on mwrbrandcentral.com are approved for use. Do not alter or customize approved logos.

Other Family & MWR logo standards to note:

• Leave space around the logo equal to the height of the MWR letters in the logo.
• Do not use the logo at less than a ¼” size.
• Do not place the logo over an image or photo without a white or black background.

“We are the Army’s Home” is Family and MWR’s only authorized slogan.

Using Multiple Logos

When displaying multiple military logos, place the highest-ranking logo on the left, working to the right in descending order. For most documents, the order will be: U.S. Army Installation Management Command (IMCOM), then Family and MWR.

The Army Logo is always positioned on the left side as the foundational brand element. (Exception when using the brand bar).

The horizontal distance between the two logos is defined by (2×) the height of the enterprise wordmark. The secondary logo is scaled to fit within the same width then height of the enterprise logo. Depicted in Figure 4, the second logo in this case is IMCOM, it can not be wider than the Army enterprise Star. 

Figure 4 below shows the logo/insignia size ratios. The Army, IMCOM and Family and MWR insignia are all used at 100% in width and depict the proper spacing between logos/insignia, using the U.S. Army brand guidance. 

Note: For external materials, the branding should always include the U.S. Army logo. Internal use can depict the program logo alone. 

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Figure 4: Approved logo/insignia height and spacing.

Figure 4 demonstrates the size relationship with the U.S. Army logo, IMCOM insignia and the Family and MWR logo. Also demonstrates the spacing relationship between the U.S. Army Logo and multiple logos. The space between the insignias should be equal to the height of 2 stacked “A’s” of the U.S. Army Logo.

Logo Variation (Figure 4a)
(stacked version best used as closing of video or reels)
                        
                               Figure 4a:  (Left) horizontal,  (Right) stacked or vertical

Use of MWR Program logos
Integrated into design and subtle, brand bar should be used as a last option(Figure 5)    

• First Option: program logo used as a neutral solid color and integrated within design Preference: Do NOT place the program logo within the brand bar
• Secondary Option: program logo used as a solid color in line with logo lockup
• Third Option: use on brand bar (only recommended for sponsor logos)

Logo Usage for Web Ads/Promo

•   Ads placed on ArmyMWR
    - No logos needed/except when it is sponsored, in this case include the sponsor logo
•   Ads placed on external sites
    - Required minimum of Army logo determined by size/space

Logo Usage for Sponsor Logos    

•   Away from the Army Logo
     - 10% smaller than the IMCOM/MWR   
•   Use of the Sponsor logos  (Figure 8)

Sponsor and advertiser logos may appear to the right of the Family and MWR logo. They should be shorter than the circular Family and MWR logo. If there are sponsorship levels for a specific event or program, size the logos according to the appropriate sponsorship levels, as shown in Figure 6.

Figure 6: Demonstrates the space relationship between the Sponsor logos as well as used at 10% smaller than MWR   

Figure 7: Sponsor Logo example in layout (logo lockup)

 

Internal Use of logos
When depicting Family and MWR internally, we want to focus on the Army Logo with Family and MWR logo must include the reference of superior command: “The U.S. Army Family and MWR Programs is brought to you by the U.S. Army Installation Management Command”.  Limit to use of 3 logos within the parameters provided (unless it’s a lockup on mwrbrandcentral.com; ACS, CYS, BOSS, WCAP)





External Use of logos
For the external audience it is important to show hierarchy, in this case the Brand Bar is an option. 

• ONLY 1 additional program logo can be included after MWR (with or without vertical lines separating each)            
• Specification/URL: "The U.S. Army Family and MWR Program is brought to you by the U.S. Army Installation Management Command. For more information, visit armymwr.com"
• Refer to (Figure 7) if the Brand Bar is not applicable for external use

Our Trademark

“Trademark” is synonymous with “brand.” It is a name or symbol that visually associates the source of goods or services with a certain standard or quality. Variations and inconsistencies can dilute its effect, so using it consistently is crucial.

Here are some things to know:

• The U.S. Army Family and MWR logo is a registered trademark. Permission to use it for commercial use, in marketing materials, in free or paid advertising, or by any non-federal organization/activity, including non-profits, is required.
• Official U.S. Army markings, insignia, and symbols (including the U.S. Army Gold Star logo) may not be used in ways that imply endorsement of a commercial or non-federal entity or activity.
• U.S. Army Family and MWR may withhold licensing of certain products (such as alcohol, tobacco, drug or smoking paraphernalia, firearms, weapons, undergarments, products sexual in nature, food or drink items, cosmetics, and medical devices).
   

General Logo Guidelines

The following guidance is relevant for use of the Family and MWR logo and the U.S. Army logo—and should be considered when using other logos, as well:

• Give appropriate spacing between the U.S. Army Gold Star logo or Family and MWR logo and other design elements.
• Do not stretch or distort logos.
• Do not overlay logos with other images or designs.
• Do not overlap different design elements.
• Do not add or subtract logo design elements.
• Use only approved logo colors.
• Do not incorporate other third-party trademarks into designs that contain U.S. Army trademarks (for example, combining Family and MWR with Disney's Mickey Mouse).
• Do not add drop shadows to logos

The U.S. Army Logo

The U.S. Army logo is made up of two elements: U.S. Army star and U.S. Army text. Do not disassemble the image, alter the font, or use the star outside the logo. If you plan to use a star as a design element in layouts, use a different style from the one that appears inside the logo. The Army Enterprise Marketing Office manages the U.S. Army logo, and all U.S. Army names, emblems, and logos are trademarks of the U.S. Army.

The U.S. Army Brand Portal is the official resource for key branding elements such as logos, templates, images, and brand guidelines: https://www.usarmybrandportal.com/.

For more information on the U.S. Army Trademark Licensing Program, contact:

Department of the Army
Army Trademark Licensing Program (ATLP)
Office of the Chief of Public Affairs
usarmy.pentagon.hqda-asa-mra.mbx.army-trademark-licensing@mail.mil

Local Branding

Products for local initiatives should be within design and space limitations, clearly brand the item as part of the Army, IMCOM. The Army, and IMCOM logos should be used together with the Family and MWR logo in almost all instances.

Slogans or catchphrases that have historical or local heritage are encouraged and authorized for use. Family and MWR branding at the local level should take on the flavor of the local garrison, including the garrison name, as well as slogans such as “Rock of the Marne” or “Home of the Airborne.”

Some Family and MWR-wide programs use standardized logos, such as Warrior Adventure Quest, Warrior Zone, Child and Youth Services, and the Family and MWR-branded restaurant family. Use them when appropriate.

Guidelines for specific use

• Apparel: Use the Family and MWR logo when using an MWR sub-brand logo.
• Print (HQ): The Army, MCOM, and Family and MWR logos must be used with the program logo.
• Print (Garrison): Reference the IMCOM brand guidance.
• Web: All Enterprise Suite of Marketing Capabilities (ESMC) sites have the correct branding. Social Media graphics need the Family and MWR logo on them to identify Family and MWR if they are shared.
• Digital Signage: Digital sign graphics need the Family and MWR logo on them to identify Family and MWR.

More branding Guides

Brand Quick
Reference Guide 

MWR Business
Card Template (update coming soon) 

More MWR identity