Army - Be The Best (2014)
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Defence Secretary Scraps Plan To Ditch Army's 'Be The Best' Slogan

Defence Secretary Gavin Williamson has halted plans to dump the Army's "Be the Best" slogan along with its historic crest.

Army - Be The Best (2014)

Defence Secretary Gavin Williamson has halted plans to dump the Army's "Be the Best" slogan along with its historic crest.

The defence secretary was responding to an official document leaked to the Mail on Sunday which suggested the slogan and crest were to be dropped as part of a rebranding expected to cost £520,000.

A Ministry of Defence (MoD) spokesman said: "The Defence Secretary believes that the British Army is the best of the best and has put these proposals on hold."

According to the newspaper, the team of the Army's most senior officer, General Sir Nick Carter, Chief of the General Staff, wrote a document for senior officers which said: "Market research in May 17 found that Be the Best did not resonate with many of our key audiences and was considered dated, elitist and non-inclusive.

"The ECAB [Executive Committee of the Army Board] therefore agreed that its use should be phased out as soon as affordably possible.

"The retirement of Be the Best will commence immediately with all planned refreshes of Be the Best branded material cancelled in favour of brand-compliant products."

British Army Flag Logo

The crest depicting crossed swords, a crown and a lion was also deemed to be "non-inclusive" by marketing experts hired by the MoD, according to the report.

It was to be replaced by a fluttering Union Jack with the word ARMY below written in bold type.

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