Forged By the Sea – New Navy Tagline

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By Debbie Gregory.

The U.S. Navy is launching a new recruitment campaign with a new tagline: “Forged by the Sea.”

“For more than 200 years, our sailors have been tested and shaped by the sea, becoming better versions of themselves,” said Rear Adm. Pete Garvin, head of Navy Recruiting Command.  “Our new tagline perfectly captures the transformative impact the Navy and the sea has on our sailors,” he added.

The campaign made its debut during the Army/Navy game on December 9th, with the rollout of  the fully integrated marketing campaign launching in March 2018.

“The Army-Navy game is one of the most revered and watched contests in college sports and we wanted to take advantage of this unique opportunity to introduce the new brand and tagline on an occasion where the spirit of competition and military service are being celebrated,” said Garvin. “We’re proud and excited to be a part of such a great event.”

The tagline has been under development since 2016 by the marketing agency Young & Rubicam, utilizing focus group feedback of 17-21 year olds.

This idea behind this new tagline, which is part of a larger branding effort being launched, is to represent the aspirational outcome of every sailor’s journey in uniform.

The previous motto, “A Global Force for Good,” hung around for five years after its 2009 debut, even though it never became popular in the rank and file.

In 2013, there was some discussion about promoting “Semper Fortis” — always strong or always courageous — as the Navy’s tagline, echoing the Marine Corps’ “Semper Fidelis” motto and the Coast Guard’s “Semper Paratus.” However, this effort never gained steam.

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