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Article / July 18, 2013 / Project number: 13-0053

Ottawa, Ontario — The Canadian Army has given itself a new look by introducing a new primary badge, visual identifier and tagline in order to pay homage to its rich heritage and values.

“I am pleased to announce the introduction of our new primary badge, visual identifier and tagline,” said Lieutenant-General Marquis Hainse, Commander Canadian Army.

“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, celebrate our present-day achievements.” 

The new primary badge, based on the pre-Unification badge of the Canadian Army, is encased in a modern version of the badge frame and features crossed swords bounded by three maple leaves. 

“With this badge, we are bringing part of our heritage back to life and giving it new meaning,” said LGen Hainse.

The visual identifier, derived from the primary badge, features a crown atop the maple leaves and swords. The words “Canadian Army” are also included on either side, in both French and English.

The new Canadian Army tagline — Strong. Proud. Ready. — captures soldiers’ commitment to readiness for a wide range of operations and echoes the values of the Canadian Army.

In August 2011, the Government of Canada announced the reinstatement of the Canadian Army name thus restoring a significant part of Army identity.

Earlier this month, it also announced the restoration of features of the Canadian Army identity. These various symbols will help strengthen ties between present-day soldiers and previous generations of warriors.

“I’m very pleased with the new look for the Canadian Army,” adds LGen Hainse. “I encourage the widespread use of these elements of our identity, which represent a Canadian Army that is Strong. Proud. Ready.” 

For more information on our new look and tagline, please consult the DND News Release.

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