Armed Forces
Network
Brand Guide

The Armed Forces Network has modernized its identity to unify the enterprise under a single, enduring brand that reflects who we are and whom we serve. This establishes enterprise-level standards for the consistent presentation of AFN across all media, platforms, installations, and operational theaters.

AFN’s updated visual identity reflects our role as a Department of War Field Activity within WMA, operating within the global information environment.

In the modern information environment, visual identity is not aesthetic preference — it is institutional signaling. The way AFN presents itself communicates authority, credibility, permanence, and alignment with the profession of arms. As an enterprise, we are military first and media second.

Unlike commercial media organizations, AFN does not compete for market share. We project stability. Our identity must function in garrison, deployed, broadcast, digital, ceremonial, and joint contexts without dilution.

The objective is institutional continuity. This guide replaces previous logo usage guidance and elevates AFN branding from a compliance document to a structured institutional identity system aligned with the profession of arms.

AFN operates under a four-mark identity system designed to separate daily functional use from institutional representation and uniform identification.

AFN does not operate as a commercial brand seeking market differentiation. It operates as a military institution seeking clarity and credibility. Our visual system exists to support mission execution.

AFN’s brand elements include its distinctive eagle-integrated “A” mark, disciplined typography, controlled color system, and the unified tagline Serving America’s Best℠. The brand is reinforced through consistent broadcast presentation, recognizable lower thirds, installation signage, uniform insignia, and digital platform cohesion.

The personality of AFN is credibility. AFN’s tone is authoritative, steady, and mission-focused. It communicates with purpose and precision — confident, professional, and service-oriented. It avoids hype, exaggeration, or trend-driven language.

AFN is recognized as a historic and credible military broadcasting institution. Alumni include Adrian Cronauer and Pat Sajak. Trusted partnerships — with Stars and Stripes, major media networks, entertainment distributors, and professional sports leagues — position AFN as a bridge between the force and the nation it serves.

The AFN primary, secondary, and heritage logos are registered trademarks protected under applicable federal law. The AFN portion — not any Armed Forces Network or station identification text — is the registered portion of the marks.

The AFN color system is built on three primary colors: AFN Bronze, Black, and White. The bronze gradient is the defining visual signature of the mark.

The following renditions of the AFN visual brand architecture are authorized within the approved color palette. The mark may appear as a standalone logo or paired with the official “Armed Forces Network” wordmark.

The following renditions use a non-standard color palette and are authorized for special occasions and observances only. These are set as temporary profile photos on social media for a one-week timeframe.

Amazon Endure is designed with less width, a larger x-height, and a tilted internal balance to help the reader move forward. This enables reducing font size by 0.5 to 1.5 points compared to normal fonts while maintaining equivalent readability.

The AFRTS and AFN legacy logos remain registered trademarks and protected institutional assets. Their use is subject to approval by the AFN Strategic Communications Director.

The AFN registered trademark and related logos and service marks are protected institutional assets and must be used in strict accordance with this Brand Guide. All uses must align with the standards and principles outlined herein to preserve trademark protection and enterprise integrity.

Any derivative works, adaptations, or secondary designs incorporating AFN-protected assets require formal approval from HQ/AFN under WMA authority before use or distribution. Official vector files are centrally maintained and must be used for all approved applications.

Headquarters AFN retains enterprise authority over all official brand assets under WMA oversight. All applications must conform to this guide. Uses outside established standards require formal review and written approval from the AFN Headquarters Strategic Communication Director prior to production or distribution.

Brand governance preserves institutional continuity, protects trademark integrity, and prevents identity drift across the enterprise.