Plan to scrap Army slogan ‘Be the Best’ halted

Defence Secretary Gavin Williamson has halted plans to scrap the Army’s “Be the Best” slogan and its historic crest.

He was responding after an official document was leaked, suggesting the slogan and crest depicting crossed swords, a crown and a lion were to be dropped as part of a £520,000 rebrand exercise.

A Ministry of Defence 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 Mail on Sunday, the team of the Army’s most senior officer, General Sir Nick Carter, the chief of general staff, wrote a document circulated among senior officers and drawing upon market research.

Gavin Williamson MP

Image: Gavin Williamson believes the British Army ‘is the best of the best’

It 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.”

More from Ministry of Defence

The crest was also deemed to be “non-inclusive” by advertising executives hired by the MoD, according to the report.

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