{"id":26454,"date":"2017-12-05T16:19:13","date_gmt":"2017-12-05T16:19:13","guid":{"rendered":"https:\/\/one.sightlinemg.com\/marinecorpstimes\/uncategorized\/2017\/12\/05\/after-a-long-wait-navy-unveils-a-new-slogan\/"},"modified":"2026-08-08T19:17:14","modified_gmt":"2026-08-08T19:17:14","slug":"after-a-long-wait-navy-unveils-a-new-slogan","status":"publish","type":"post","link":"https:\/\/one.sightlinemg.com\/marinecorpstimes\/news\/your-marine-corps\/2017\/12\/05\/after-a-long-wait-navy-unveils-a-new-slogan\/","title":{"rendered":"After a long wait, Navy unveils a new slogan"},"content":{"rendered":"<figure class=\"wp-block-smg-jwplayer-video\"><atype-video-jwplayer nostick=\"true\" playlisturl=\"https:\/\/cdn.jwplayer.com\/v2\/playlists\/fCzRqMW8?tags=af4121d5-4fef-441c-9b2d-eb465ac14606\" poster=\"\/wp-content\/uploads\/2026\/08\/video-poster-af4121d5-4fef-441c-9b2d-eb465ac14606.png\" aspectratio=\"16 \/ 9\" mute autostart=\"false\"><\/atype-video-jwplayer><figcaption class=\"wp-element-caption\">After decades of campaigns and recruitment ads, the Navy has rolled out a new slogan &#8211; do you like it?<\/figcaption><\/figure>\n\n\n<p class=\"wp-block-paragraph\">After more than 18 months of research, development and focus group testing, the Navy has announced its newest recruiting slogan: \u201cForged by the Sea.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cForged by the Sea\u201d is being rolled out as part of a new ad campaign set to debut during Saturday\u2019s annual football game with rival Army.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cFor more than 200 years our Sailors have been tested and shaped by the sea,\u201d Navy Recruiting Command leader Rear Adm. Pete Garvin said in a release. \u201cOur new tagline perfectly captures the transformative impact the Navy and the sea has on our Sailors.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The new slogan and campaign aim to reach \u201ccentennials\u201d in the 17-to-21-year-old bracket.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cForged by the Sea\u201d began to be forged by the sea service last year, when the Navy enlisted an effort led by marketing and communications agency Young &amp; Rubicam, \u201cto create an enduring and authentic brand identity, tagline and unified marketing strategy to inspire and motivate potential recruits to join,\u201d according to the release.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Young &amp; Rubicam won a recruiting command contract in 2015 worth up to $457 million over five years. The new campaign\u2019s commercials and other work cost about $10 million.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cForged\u201d is the 10th tagline adopted by the sea service in the past 45 years, according to the command, and was \u201cunanimously selected\u201d by focus groups. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe taglines and brand elements were tested not only with Centennials but also current enlisted Sailors, officers, Navy veterans, and key influencers,\u201d the release notes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It replaces \u201cA Global Force for Good,\u201d a slogan thrown overboard about three years ago after Navy officials said it failed to properly convey all things Navy to the target demographic.<\/p>\n\n\n\n<div class=\"apester-media\" data-media-id=\"5a258568d749e4000108ffd7\" height=\"422\"><\/div><script async src=\"\/\/static.apester.com\/js\/sdk\/v2.0\/apester-javascript-sdk.min.js\"><\/script>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIt\u2019s not that we aren\u2019t a global force for good, but rather that the tagline alone doesn\u2019t capture all of who we really are,\u201d then-spokesman to the chief of naval personnel, Cmdr. Chris Servello, <a href=\"https:\/\/www.navytimes.com\/news\/pentagon-congress\/2014\/12\/15\/navy-dumps-unpopular-recruiting-slogan-during-army-game\/\" title=\"\" data-original-title=\"\" class=\"selected-link\">told Navy Times<\/a> in 2014.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While a full campaign will not roll out until March, the first Navy recruiting ad featuring \u201cForged by the Sea\u201d will air during the second quarter of Saturday\u2019s Army-Navy game.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Two new ads <a href=\"http:\/\/navylive.dodlive.mil\/forged\/\" title=\"\" class=\"\" data-original-title=\"\">available online<\/a> are slickly produced segments aimed at showcasing the diversity of jobs on offer with the Navy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Navy Recruiting Command\u2019s Facebook page will also host \u201cSea It Live\u201d throughout game day, featuring segments hosted by Naval Academy alumni as part of the new campaign\u2019s social media focus.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1317\" height=\"1013\" src=\"\/wp-content\/uploads\/2026\/08\/Screen-Shot-2017-12-05-at-10.41.43-AM.png.png\" alt=\"\" class=\"wp-image-56195\" srcset=\"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/Screen-Shot-2017-12-05-at-10.41.43-AM.png.png 1317w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/Screen-Shot-2017-12-05-at-10.41.43-AM.png.png?resize=300,231 300w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/Screen-Shot-2017-12-05-at-10.41.43-AM.png.png?resize=768,591 768w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/Screen-Shot-2017-12-05-at-10.41.43-AM.png.png?resize=1024,788 1024w\" sizes=\"auto, (max-width: 1317px) 100vw, 1317px\" \/><figcaption class=\"wp-element-caption\">Navy graphic<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Saturday will include \u201ca wide range of social media initiatives before, during, and after the game, including five augmented reality filters on the Navy Recruiting Command\u2019s Facebook platform that allow fans to creatively celebrate the Navy,\u201d according to the command.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cAfter the game, a street team will capture Sailors\u2019 reactions and feelings about the new tagline and commercials in real time, and post on NRC\u2019s Twitter page, while calling on followers to share their own thoughts,\u201d the release states.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Navy release states that, while the Navy has consistently met or exceeded its annual recruiting goals, the recruitment market is tightening and the service must evolve.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cOver the years, we have changed our tagline several times to capture everything our great Navy represents in just a few simple words,\u201d Garvin said. \u201cAfter much research and creative development, we emerged with a deep understanding of our organization\u2019s purpose and potential\u2014all of which tie back to the sea.\u201d<\/p>\n\n\n\t<aside class=\"smg-interstitial-link wp-block-smg-interstitial-link\">\n\t\t<a href=\"https:\/\/one.sightlinemg.com\/navytimes\/news\/pentagon-congress\/2014\/12\/15\/navy-dumps-unpopular-recruiting-slogan-during-army-game\/\" class=\"smg-interstitial-link__inner\">\n\t\t\t\t\t\t\t<div class=\"smg-interstitial-link__media\">\n\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"164\" src=\"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/635542602297090263-bildejpg.jpg?w=300\" class=\"smg-interstitial-link__image wp-post-image\" alt=\"\" \/>\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"smg-interstitial-link__content\">\n\t\t\t\t<span class=\"smg-interstitial-link__kicker\">Related<\/span>\n\t\t\t\t<h3 class=\"smg-interstitial-link__title\">Navy dumps unpopular recruiting slogan during Army game<\/h3>\n\t\t\t\t\t\t\t\t\t<p class=\"smg-interstitial-link__excerpt\">Navy unveils simplified recruiting slogan during Army football game. Notably absent: &quot;A global force for good.&quot;<\/p>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/a>\n\t<\/aside>\n\t","protected":false},"excerpt":{"rendered":"<p>The Navy has lifted the curtain on its long-awaited new slogan: &#8220;Forged by the Sea&#8221;<\/p>\n","protected":false},"author":7,"featured_media":56191,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_meta-robots-nofollow":"","_yoast_wpseo_canonical":"","_acf":"","_yoast_wpseo_primary_category":69,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","_smg_distribution_targets":[]},"categories":[101,12,25,69],"tags":[],"coauthors":[3365],"class_list":["post-26454","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-daily-news-roundup","category-news","category-newsletters","category-your-marine-corps"],"acf":{"subheadline":"","legacy_arc_id":"RPK57QEWWZEQHOFRGEDQAZ32VE","arc_canonical_url":"\/news\/your-navy\/2017\/12\/05\/after-a-long-wait-navy-unveils-a-new-slogan\/","remove_feature_photo":true,"is_sponsored":false,"subtype":"remove-feature-image","redirect_url":"","disable_inline_ads":false,"native_logo_pretext":"Presented By:"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.0 (Yoast SEO v28.1) - 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