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(Brand guidelines) // Government and public services

US Army brand
guidelines

US Army’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from goarmy.com.

Download the Brand Skill

About US Army

The U.S. Army brand presents military service as a path to purpose, practical skills, leadership, and a stronger future, balancing mission-focused strength with personal growth, community, and support for Soldiers and their families.

Use the U.S. Army’s supplied star-and-name lockup as the brand signature. The official header artwork pairs the gold star with the white “U.S. ARMY” lettering; keep the complete artwork intact and use a dark background for clear contrast.

Keep Army photography, campaign backdrops and interface icons separate from the identity mark. Preserve the official name “U.S. ARMY” when setting the brand in text.

US Army colors

  • Army gold

    Signature accent

    HEX
    RGB

  • Charcoal

    Dark background

    HEX
    RGB

  • White

    Text on dark surfaces

    HEX
    RGB

US Army fonts

  • G.I.

    Headings · 400, Body · 400, Buttons · 750

Font names only. The Brand Skill download doesn’t include font files.

US Army’s voice

Write with conviction, purpose, and an emphasis on what people can become. Connect service to real skills, leadership, belonging, and future opportunity. Address the reader directly, and make the next step feel achievable.

The voice can be bold and aspirational: “Real-world experience doesn’t get more real than this.” It can also be encouraging and personal: “You’ll be tested, overcome obstacles, and find opportunities to better your skills and yourself.”

Use plain, supportive explanations when addressing concerns or requirements. For example: “We’re here to help you navigate the requirements, no matter which path you choose.”

  • “Real-world experience doesn’t get more real than this”
  • “We’re here to help you navigate the requirements, no matter which path you choose”

Dos and don’ts

Do

  • Lead with purpose, service, and the practical opportunities a reader can pursue.
  • Show Soldiers as skilled people who learn, lead, support one another, and contribute to a larger mission.
  • Use direct, reader-focused language and explain choices in clear, reassuring terms.
  • Use Army gold as a clear accent against the dark site palette, and keep type hierarchy bold and legible.
  • Choose Army photography that reflects the subject and includes a range of service, training, professional, family, and community contexts.

Don’t

  • Don’t reduce the brand to combat imagery alone; its own storytelling also features education, health care, family life, career development, and community.
  • Don’t make opportunities sound detached from real work, training, service, or personal growth.
  • Don’t use vague or impersonal language where direct, supportive explanations can help the reader understand their options.
  • Don’t let decorative treatments overwhelm the message or the gold accent; keep the layout clear and the hierarchy purposeful.

US Army imagery

67 images from goarmy.com, in one file of the Brand Skill. Each file starts with its guidance, then shows the images it refers to.

Imagery

67 images

Use the U.S. Army’s own photography as a documentary-style visual language: Soldiers and recruits in recognizable service, training, work, education, medical, family, and community settings. Favor human moments and purposeful activity, showing strength alongside teamwork, care, and everyday possibility. The examples below span career exploration, service life, benefits, training, and Army Medicine.

  • A close-up, back-view photograph of a soldier in a camouflage uniform and tactical helmet, framed by a dark fabric canopy above.
  • A green military tactical vehicle kicks up a large spray of sand as it maneuvers through a dune under an overcast, golden-hour sky.
  • A close-up, low-angle photo captures a focused young woman with beads of sweat on her face as she exhales while lifting a barbell across her shoulders.
  • In a low-lit, dramatic gym setting, a focused woman in a black t-shirt with yellow 'ARMY' lettering performs a front squat.
  • A close-up profile shot of a female soldier with green and black camouflage face paint sitting in a dimly lit, industrial space.
  • A side-profile medium shot captures a female soldier in camouflage uniform with green and black face paint, gazing stoically toward a light-filled opening.
  • A close-up, side-profile photo focuses on a focused young Asian American soldier in camouflage fatigues, leaning forward during a briefing.
  • An older man in a tan hoodie rests a supportive hand on the shoulder of a smiling young man in a blue t-shirt.
  • A close-up photo focuses on a young man with a buzzed haircut and a slight, knowing smile, dressed in multicam OCP army fatigues.
  • A close-up profile photograph of a female soldier wearing camouflage face paint and a military uniform with an American flag patch.
  • A soldier in camouflage fatigues, wearing a helmet and tactical goggles, crouches on the edge of an open aircraft ramp high above a rural landscape.
  • Three U.S.
  • A group of soldiers in multicam uniforms and tactical helmets work together to lift a heavy bundle of tan equipment pouches in a wooded environment.
  • Two U.S.
  • A close-up, low-angle photograph captures a group of U.S.
  • A man in seafoam green medical scrubs sits focused in a library, reading a thick, open textbook.
  • Two U.S.
  • A close-up photograph captures a supportive moment as an older bald man rests a hand on the shoulder of a young man in a blue t-shirt.
  • A minimalist black-and-white line art illustration depicts a person's waist and hips from the front.
  • A soldier in camouflage fatigues, identifying as a woman, pulls a thin mechanical cable or dipstick from a heavy vehicle inside a garage.
  • A close-up photograph features a female soldier in camouflage face paint looking upward with a focused, solemn expression.
  • A soldier with camouflage face paint and a boonie hat smiles for a close-up portrait in a rugged outdoor setting.
  • A close-up photograph features a Black woman in a U.S.
  • A close-up photograph captures a joyful, tight hug between two female graduates in gray and gold West Point-style cadet uniforms at an outdoor commencement…
  • In a medium profile shot, an older Black veteran with a white beard and black beret pins an insignia onto the olive-drab uniform of a young Hispanic soldier.
  • A close-up photograph of a multi-armed white robotic surgical system performing a procedure on a patient draped in blue.
  • A focused shot of two U.S.
  • A group of diverse military personnel in camouflage uniforms gather inside a dimly lit, tactical tent for a mission briefing.
  • A close-up profile of a female soldier smiling broadly, her hair tied back in a neat bun as she stands among fellow service members in an indoor setting.
  • A candid medium shot in a bright airport terminal captures a multi-ethnic family preparing for travel.
  • A medium shot depicts a Black woman in full U.S.
  • A focused man in a camouflage U.S.
  • A cinematic photograph captures a female soldier in camouflage fatigues leaning over a patient lying on a medical gurney.
  • A smiling Black male US soldier in camouflage fatigues looks down at a young boy in a checkered shirt who holds up his gloved hands in conversation.
  • A focused woman in a U.S.
  • A female park ranger in a campaign hat and olive-green uniform stands confidently atop a jagged rock formation, looking out over a vast valley.
  • A high-angle photo looking down into an operating room where a medical professional in olive green scrubs and a surgical mask looks upward with wide, focused…
  • A close-up profile of a focused Black woman wearing tan scrubs and dark blue long-sleeved undershirt, looking intently off-camera in a dim medical setting.
  • A close-up photograph captured in a dimly lit operating room features a U.S.
  • A close-up photograph focuses on a female medical researcher in a white lab coat as she intently examines a petri dish.
  • A striking portrait of a young soldier with light-colored eyes looking directly at the camera while wearing an olive green helmet marked with the number '824'.
  • Two female U.S.
  • A close-up photograph captures a joyful embrace between two female military graduates in grey dress uniforms with gold chevrons.
  • A close-up photo focuses on a Black female U.S.
  • A close-up photograph captures two surgeons in an operating room, intensely focused on a procedure.
  • A focused soldier in multicam fatigues and a green ballistic helmet stands prominently in a shallow depth-of-field shot, clutching a black rifle across his…
  • A diverse group of soldiers in camouflage uniforms and tan boots cheer and laugh while standing on metal bleachers outdoors.
  • A blonde woman in a black shirt with yellow "ARMY" text stands focused, holding a heavy black medicine ball during an outdoor fitness assessment.
  • A focused soldier in multicam fatigues and sunglasses kneels in a sun-drenched field, gripping a rifle while looking into the distance.
  • A bald U.S.
  • A medium close-up photo shows a young, dark-haired man with a determined, serious expression standing centered on an outdoor track.
  • Two sweat-soaked basketball players, one Black and one white, stand together before a chain-link fence on an outdoor court at dusk.
  • A soldier in OCP camouflage uniform walks and talks with a group of diverse college students on a brick campus walkway.
  • A soldier in camouflage meticulously adjusts the parachute harness of a fellow servicemember inside a large hangar bathed in a warm golden backlight.
  • A medium photo captures a high-ranking female U.S.
  • A close-up portrait of a woman of East Asian descent in military camouflage, her expression reflecting a mix of pride and resolve.
  • Seven U.S.
  • A female soldier in camouflage fatigues is silhouetted as she rucks through a golden, grassy field at sunset.
  • A close-up, low-angle photo captures a soldier in a mud-splattered green helmet and camouflage uniform crawling through a narrow, water-filled trench.
  • A smiling young Black man in a military camouflage jumpsuit stands confidently in a well-lit vehicle garage.
  • A close-up profile photo of a female soldier in camouflage uniform and face paint sitting inside a military vehicle.
  • A medium shot of two U.S.
  • A soldier in OCP camouflage with a US flag patch rests his hand on the shoulder of a fellow soldier, whose patrol cap reads 'DOMINGUEZ'.
  • At an outdoor recruiting event, a U.S.
  • A group of three soldiers in full tactical gear and ghillie suits stand in silhouette against a dramatic, smoke-filled night sky.
  • A close-up cinematic photograph shows a soldier in the foreground profile smiling warmly while standing under a dark camouflage mesh net.
  • A wide-angle, action-oriented photo features a military soldier in camouflage gear driving an olive green tactical vehicle through a cloud of dirt.

Download US Army’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow US Army’s guidelines. It starts at SKILL.md, which points to the right file for each task.

It has the guidance, 67 images and the logos. The font files belong to Department of the Army, so they’re left out.

Download the Brand SkillZIP, 4.7 MB

us-army-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ logo.md

│ ├ typography.md

│ ├ imagery.md

│ └ voice.md

└ assets/

├ images/

└ logos/

Rainbrand’s Brand Agent built this Brand Skill from goarmy.com on 3 Nov 2026. It isn’t US Army’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

US Army and its logos are trademarks of Department of the Army. Rainbrand isn’t affiliated with or endorsed by Department of the Army.

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