NR – 13.234 - July 18, 2013
OTTAWA – Lieutenant-General Marquis Hainse, the new Commander of the Canadian Army, today announced that the Canadian Army is adopting a new primary badge, visual identifier, and tagline.
This announcement is related to the decision by the Government of Canada in August 2011 to reinstate the historical name of the Canadian Army and the announcement on July 8, 2013 to restore elements of the Army’s historical identity. These announcements presented the Canadian Army with the opportunity to realign various elements of its identity with its historical roots, and to make itself more recognizable to Canadians.
“I am pleased to announce the introduction of our new primary badge, visual identifier, and tagline,” said Lieutenant-General Hainse. “We are approaching an important period of commemoration during which we will mark the centennial of the First World War, as well as other milestones in Canadian military history. The changes announced today help us to honour our past and celebrate our present-day achievements.”
The new primary badge of the Canadian Army is based on a badge used prior to the unification of the Canadian Armed Forces in 1968, but encased in a more recent version of the badge frame. It features crossed swords, which symbolize the history of the Canadian Army as one team working together in the defence of Canada. The three maple leaves, conjoined on one stem, are taken from the Royal Arms of Canada, and represent service to Canada, service to our sovereign, and the heritage of the Canadian Army.
The visual identifier, derived from the primary badge, features a crown atop the maple leaves and swords, as well as the words “Canadian Army” in both official languages. The new tagline – Strong. Proud. Ready. – echoes organizational values and underscores the importance of readiness for full-spectrum operations.
Symbols are an important component of military culture. With commemorations of the First World War scheduled to begin in 2014, the timing is right for the Canadian Army to restore symbols that link it to its military heritage.
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Downloadable versions of the Canadian Army’s visual identifier and tagline design can be found at: www.flickr.com/photos/canadianarmy
Contact information: Lieutenant Mark Ruban, 613-971-7129, mark.ruban@forces.gc.ca
