Plans to ditch the Army’s Be the Best slogan and its crest logo have been halted by the defence secretary.
The Mail on Sunday said the Army was considering changing the slogan after market research said it was considered “dated, elitist and non-inclusive”.
The Ministry of Defence said the Army-commissioned rebrand had cost £520,000.
But a spokesman told BBC News that Gavin Williamson believed the Army was “the best of the best” and that the rebrand proposals had been put on hold.
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According to the newspaper, a leaked document from the department – written by the Army’s most senior officer, General Sir Nick Carter – said market research carried out by the MoD showed the slogan “did not resonate with many of our key audiences”.
As a result, the Army’s executive committee agreed “its use should be phased out as soon as affordably possible”, with plans for the “retirement of Be the Best [to] commence immediately”.