Family and MWR logo / Brand

Safeguarding and supporting the long-term success and identity of Army Family and MWR 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

ArmyMWR Logo Full Color

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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.

Garrisonname.jpgThe objective is to develop a 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.


USAGE EXAMPLE: 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.



MWRBoundry1.pngThe 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.

The Family and MWR Brand and Logo is a standardized set of images and design guidelines that are to be followed when producing visual and informational products for the division. The Family and MWR 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 name of a garrison and/or program may be added beneath the logo in a centered position.


Always leave a ¼ of an inch space surrounding the logo. Be sure to place the logo over a solid white or black background. Do not use the logo at less than a ¼ of inch size. Some promotional items may need to use all black or white logo over solid background. If necessary the approved embroidery shirt logo can be used if the space

Use of other military logos and insignias

United States Army

The Army Brand and Marketing Program is the authority that manages the U.S. Army logo.The logo cannot be altered in any way or augmented by adding sub-brands, logos or taglines or local variations.Do not dismantle the image, alter the font or or use the star outside of the logo.If you plan to use a star as a design element in layouts, use a different style, not the one that appears inside the logo.All reproductions of the mark should contain the Registered ® symbol.

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

This will be accomplished by utilizing standard branding, communicating visual and voice guidelines of cohesiveness and consistency to the entire Family and MWR audience of Soldiers, Families, Retirees and Civilians.

Logo Order and Placement

When displaying multiple military logos, the arrangement order should begin with the highest-level organization’s in the lead position. Place the highest-ranking logo on the left, secondary to the right and so on.

Armylogo.png IMCOMcrest.png 10th_Mountain_Division_200px.jpg FamilyMWRlogo.png
US Army Installation Management Command, IMCOM Garrison Crest MWR Division


This example is intended to illustrate the placement order when multiple logos are necessary, usually in an official capacity such as on briefing slides. FMWR websites and publications may use the circular MWR logo by itself.All logos should be the same height.

Sponsor and Advertiser logos may appear alongside the MWR logo.They should be smaller than the height of the circular MWR logo and appear in the sub-dominant, right-side position. The size of the logos relate to the level of sponsorship to an event or program.

FamilyMWRlogo.png usaa_logoweb.jpg Chase_logo_web200px.jpg
Event Host Title Sponsor Supporting Sponsor


Logos for Local MWR Facilities

There are no specific rules about logos for individual MWR facilities. G9 Marketing Communications understand that each community has unique names for its facilities, geographic features and other local flavors. MWR Marketing may create logos that reflect the image and personality of local, unique facilities.

Some MWR-wide programs use standardized logos, such as Warrior Adventure Quest, Warrior Zone, Child and Youth, and the MWR Branded Restaurant family. MWR Marketing Managers should be aware of these logos and use them when appropriate.

Approved embroidery logo


A special version of the logo was developed for embroidery on fabrics, such as shirts or hats. That version follows the same rules as the circular logo in that it may not be altered or customized with different fonts or positioning.For embroidery image areas 4" or larger, the standard Family and MWR logo icon may be used. Yet the use of the standard logo on the front of polo shirt should not be over 2.5” in diameter.

MWRLogoEmbroidery1ICON.jpg MWRLogoEmbroidery2ICON.jpg

Effective immediately, official FMWR visual, voice and brand guidelines will be followed when referring to the FMWR brand and the brands of its programs and services to ensure consistent and cohesive communication with customers worldwide.


mwrlogoboundary.jpgUSAGE EXAMPLE: The graphic on the left 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).

The MWR Brand Central website contains a special section that covers use of the logo and FMWR name in other formats, as well as spoken and written applications. The section also includes specifications about MWR signature color choices and fonts that may be downloaded.

Brands, Trademarks, and why they matter

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

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 immediately.

Permission to Co-Brand with U.S. Army MWR Trademark

U.S. Army Trademark Licensing Program

The U.S. Army MWR Logo is a registered trademark. Permission to use the U.S. Army MWR Logo for commercial use, in marketing materials, in advertising (free or paid), or by any non-federal organization/activity, including non-profit organizations, is required. The use of the U.S. Army MWR trademarks for commercial purposes, including reproduction on merchandise, is expressly prohibited unless the producer completes a license agreement with the U.S. Army Trademark Licensing Program. Use is governed by the terms of the agreement.

Department of Defense and U.S. Army policy and regulations prohibit use of official U.S. Army markings, insignia and symbols in ways that imply endorsement of a commercial or non-federal entity or activity. (See CFR Part 2635.702 and the DoD Joint Ethics Regulation, DoD 5500.7-R.) This applies to all U.S. Army markings and symbols, including the U.S. Army Gold Star Logo.

U.S. Army MWR retains the right to withhold licensing of certain products, which includes, but is not limited to, alcohol, tobacco, drug or smoking paraphernalia, firearms, weapons of any type, undergarments, products sexual in nature, food or drink items (consumables), cosmetics (to include fragrances, soaps and hair products), medical devices or products contrary to the good order and discipline of the U.S. Army.

Officially approved products with U.S. Army Trademark Licensing Program are generally permitted to co-brand with U.S. Army MWR Logo. By federal law, licensing fees pair to the U.S. Army for use of its trademarks provide support to the Army Trademark Licensing Program, and net licensing revenue is devoted to U.S. Army Morale, Welfare, and Recreation programs.

  • Stand-off spacing for the U.S. Army Gold Star Logo and U.S. Army MWR Logo is required.
  • Do not encroach the U.S. Army Gold Star Logo and U.S. Army MWR Logo with another image or design.
  • Do not stretch or distort the U.S. Army Gold Star Logo and U.S. Army MWR Logo.
  • Do not overlap different design elements.
  • Do not add or subtract elements form the U.S. Army Gold Star Logo and U.S. Army MWR Logo.
  • Use approved U.S. Army Gold Star Logo and U.S. Army MWR Logo colors only.
  • Do not incorporate other third-party trademarks into designs that contain U.S. Army trademarks, i.e. U.S. Army MWR and Disney's Mickey Mouse.

All U.S. Army names, emblems, and logos are trademarks of the U.S. Army.

The Army maintains a branding portal that outlines strict guidelines on brand use, including logos, camouflage backgrounds, color palettes, and typography.


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

Department of the Army
Director, Army Trademark Licensing Program
Hoffman II (9S31)
200 Stovall Street
Alexandria, VA 22232
Fax: 703-325-5894

Public Affairs and Marketing

How Garrison Public Affairs and Family and MWR Marketing Coexist

A garrison’s Public Affairs Office (PAO) and Family and MWR Marketing share similarities.Each is tasked with providing information, news, photos and visuals to the community.Each produces websites, publications and has a staff of writers and visual specialists.Why not simply blend the two into one unit?Here’s why:

  1. Public Affairs is funded by APF.Family and MWR Marketing is funded by NAF.
  2. Mission:

Public Affairs Officers report directly to the Garrison Commander or local highest-level military leader. The office exists to manage and disperse command information, public information, and perform community relations. Public Affairs cannot participate in or, sponsor revenue-generating enterprises.

FMWR Marketing works directly for the Director, FMWR.Marketing Offices promote all activities, programs and services offered by the division.Marketing Offices have latitude to do what PAOS cannot; They are free to support revenue-generating MWR programs like golf courses, and bowling centers.Marketing Offices are allowed to generate revenue for the division through sponsorship and advertising sales.

How Marketing and PAO may support one another

PAO regulations are fairly strict about not being able to use NAF assets (labor, printing, etc).While their right to NAF resources is limited, PAO has a duty to publish information to the community and this routinely includes Family and MWR’s offerings.Marketers are allowed and encouraged to submit information about events, programs and services.

The basic nature of PAO-generated information is editorial in style.Marketers should not expect a Public Affairs Officer to enthuse over submissions that look like magazine advertisements or flyers.Listings of events, written in the PAO’s preferred format, in Associated Press Style, have the best chance of winning cooperation.PAOs want and need information about community events.News of grand openings of a new facility, restaurant refurbishment, articles about MWR employees who do community work or something interesting will be well-received.Work with your PAO to learn their preferred formats and submission deadlines.Learn the types of photos they like to publish and be as generous as the APF/NAF rules will allow.

There are two types of public affairs publications:

Army Funded newspapers and publications are editorial-style journals that offer information and photos of a non-commercial nature.These publications frequently feature a Community Events section that Marketers may contribute list-style content to.Marketers can also write articles and contribute photos or graphics about FMWR topics.DODI 5120.4 allows Army Funded newspapers to carry MWR and Commissary information as “command content.”

Commercial Enterprise (CE) newspapers involve a contracted printer who sells advertising to provide a product at no cost to the Army.CE publications offer additional venues for publishing local command and community news.These publications are typically produced by local printers who sell advertising space to cover production, printing and distribution costs.The Public Affairs Office provides information content.MWR may also use CE publications for promotion.They typically do so by buying ad space or inserts for their programs and activities. Because CEs sell their own advertising, MWR cannot use these venues to sell advertising or sponsorship space in these publications.

“Community Information,” unites PAO and FMWR

The term, “Community Information,” offers a new approach to unite Public Affairs and Marketing.Community Information is a concept that covers overlap between Marketing’s publicity and Command Information as produced by Public Affairs.Information about road closures or traffic changes may not seem pertinent to marketing. However, such “community information” is relevant by informing customers about changes in access to restaurants, the Bowling Center or other NAF activities.

How do we define community information? There is no specific regulation that defines it exactly.Information that is not routine, that is special and has a limited scope of time, can be considered “community information.

DoDI 1015.10, July 6, 2009 Page 15 USE OF MWR NAF. NAF generated from or associated with MWR programs shall be used only within MWR programs. Unauthorized use of NAF is addressed in Reference (d). MWR NAF shall not be used to support official command-sponsored programs.

Control of Digital Signs and Display Monitors

Many garrisons have outdoor signage, digital displays, marquees, reader boards and TV screen style monitors inside facilities.Conflict may arise between PAOs, commander’s offices and Family and MWRs for control of these signs.If the systems were paid for by APF, they belong

to Public Affairs or the purchaser.If NAF funds were used, they belong to Family and MWR and are strictly under the control of the Family and MWR Director.Whether they belong to Family and MWR or PAO, the signs should be available to run community information when appropriate.

Associated Press Standard Writing Style

The Associated Press style is the gold standard of writing for the general public.The AP Styleguide is widely considered the “writer’s bible” and every communicator should have a copy close at hand.Updated annually, the AP Stylebook is a must-have reference for writers, editors, students and professionals. It provides fundamental guidelines for spelling, language, punctuation, usage and journalistic style. Writers who observe AP Style are easy to spot because their content is written in a format that is familiar and instantly comprehended by readers. FMWR Marketers should use the AP Style in all written content, from editorials to advertisements and graphic communications.