Word of an Army rebrand leaked last week when it was revealed the academy would change its nickname from Black Knights to Cadets as part of a department wide reimagining of its athletics brand. As promised, Army unveiled a full-scale rebranding: new nickname, new uniforms and a new name altogether.
The United States Military Academy's athletic program is no longer known simply as Army, but Army West Point. However, it turns out the academy isn't ditching Black Knights entirely.
In a time where its peers are making efforts to brand themselves into shorter identities - the University of Louisiana-Lafayette going by "Louisiana," its sibling in Monroe calling itself "ULM," the University of North Carolina-Charlotte identifying simply as "Charlotte" - Army has gone the other way. The academy has debuted its entire new program through what has to be the longest official Twitter handle in college athletics, @GoArmyWestPoint.
The identity brings new uniforms as well.
After 213 years referring to itself simply as "Army," the United States Military Academy has transitioned to "Army West Point." It may take another 213 years for that name to stick.
View the entire new platform at GoArmyWestPointRebrand.com.