BRAND EVOLUTION
INSPIRED TO SERVE
Our new brand identity was inspired by our purpose and our culture which is to serve SGT Smith; the fearless warfighter who volunteers their service so that we can enjoy the freedoms this great nation has to offer. We deliver quality products and mobility solutions to support SGT Smith and we recognize that we must go where SGT Smith goes. We’ve incorporated a tagline into our brand because we understand that we must always be Mission Ready and Future Driven to meet the demands of the ever-changing battlefield. We are proud of the legacy that we built and how it continues to endure. Yet, we are also committed to innovating with excellence and to continue to push the envelope by delivering integrated capabilities into our vehicles to ensure mission success.
COLOR PALETTE
Based on "America the Beautiful"
"America the Beautiful", originally titled "Pikes Peak" by Katharine Lee Bates, is one of the most patriotic and recognizable songs in our country’s history. It paints a vivid picture of the grandeur of our home as well as paying homage to our Warfighters who serve to preserve it. From this poem, we have pulled out earth tones, paying homage to the battlefields our products traverse."O beautiful for HALCYON SKIES,
For AMBER WAVES of grain,
For purple mountain majesties
Above the ENAMELED PLAIN!
America, America!
God shed His grace on thee,
Till souls wax fair as earth and air
And music-hearted sea!"
"O beautiful for PATRIOT DREAM
That sees beyond the years
Thine ALABASTER cities GLEAM
Undimmed by human tears!
America, America!
God shed His grace on thee
Till nobler men keep once again
Thy whiter jubilee!"
Halcyon Sky
"O beautiful for halcyon skies"Patriot Dream
"O Beautiful for Patriot Dream "Amber Wave
"For amber waves of grain"Enameled Plain
"Above the enameled plain!"Alabaster Gleam
"Thine alabaster cities gleam"UPDATED IMAGERY
Inspiration From Our Purpose
AM General has built an enduring legacy with leading mobility solutions designed to support our Warfighters in the harshest of environments. Whether used to transport troops, as medical carriers, or to increase lethality on the battlefield, our vehicles go where SGT Smith goes to accomplish the mission. With our new identity, our photographs will always feature the Warfighter as a testament to our commitment to build platforms that can and will go wherever the Warfighter needs them. We also are proud to showcase existing and new capabilities on our vehicles to demonstrate how we continue to push the envelope of innovation.
