Army plans to ditch ‘Be the Best’ slogan put on hold

Latest news

    British Army sloganImage copyright MOD

    Plans to ditch the Army’s Be the Best slogan and its crest logo have been halted by the defence secretary.

    The Mail on Sunday said the Army was considering changing the slogan after market research said it was considered “dated, elitist and non-inclusive”.

    The Ministry of Defence said the Army-commissioned rebrand had cost £520,000.

    But a spokesman told BBC News that Gavin Williamson believed the Army was “the best of the best” and that the rebrand proposals had been put on hold.

    According to the newspaper, a leaked document from the department – written by the Army’s most senior officer, General Sir Nick Carter – said market research carried out by the MoD showed the slogan “did not resonate with many of our key audiences”.

    As a result, the Army’s executive committee agreed “its use should be phased out as soon as affordably possible”, with plans for the “retirement of Be the Best [to] commence immediately”.

    The research also found the Army’s crest – depicting crossed swords, a crown and a lion – to be “non-inclusive” and recommended replacing both with a Union Jack with the word ARMY in bold underneath.

    It is not clear when Mr Williamson became aware of the plans, but he has since put them on hold.

    Image copyright Defence Public Relations

    Chairman of the Commons Defence Select Committee, Julian Lewis, told the newspaper that being the best was “nothing to be ashamed of”.

    He said: “It is a matter for pride and a very positive message to transmit. Why should we be afraid of excellence when we are constantly saying our Armed Forces are the best in the world?”

    Colonel Richard Kemp, the former commander of UK troops in Afghanistan, added that it was “lunacy to squander money on a futile branding project” when there was already pressure on the defence budget.

    In 2016, the government pledged to spend £178bn on new military equipment over the next 10 years.

    However, it can only do so if the department can find £7.3bn of efficiency savings – on top of £7.1bn previously announced – by selling off property and other efficiencies.

    Mr Williamson has also been warned of a Tory revolt if any cuts to Army and Navy numbers are announced as part of an ongoing security review.

    View the original article:

    In the same category are

    Shona McCallin: Olympic gold medallist on effects of ‘brutal’ concussion Shona McCallin on her struggle with concussion2018 Hockey Women's World CupDates: 21 July-5 August Venue: Lee Valley Hockey and Tennis Centre, Queen ...
    The Papers: ‘Tearful Cliff’ and ‘Boris twists the knife’ Image caption Sir Cliff Richard's court victory against the BBC makes the front page of the Daily Star. It quotes the singer as saying he "won't go...
    New operational service medal recognises fight against IS Image copyright Ministry of Defence Medals honouring UK military personnel involved in the fight against the Islamic State group in Iraq and Syria h...
    Israel approves controversial ‘Jewish nation state’ law Image copyright AFP Image caption Mr Netanyahu said the bill's passing was a "defining moment" Israel's parliament has passed into law a controver...
    New Brexit Secretary Dominic Raab set for talks with EU Image copyright AFP/Getty Image caption Dominic Raab will be fronting the UK's negotiations with the EU The UK's new Brexit secretary will hold hi...
    Police must tackle hate crime problems, says watchdog Image copyright PA Police in England and Wales must tackle "significant problems" in handling hate crime ahead of a possible rise in such offences a...

    Leave a comment

    Your email address will not be published. Required fields are marked *

    This site uses Akismet to reduce spam. Learn how your comment data is processed.