USMA: New logo highlights sports rebrand
WEST POINT "Black Knights" stays, but the Black Knight goes when it comes to Army athletics.

Make that "Army West Point" athletics.

Both moves are part of a rebranding effort announced here Monday night at Eisenhower Hall in a ceremony that was part press conference, part laser show (complete with fog machines) and part "Project Runway," with representatives from some of the school's athletic teams modeling new uniforms.

Before the uniforms came the big reveal: The "Athena Shield," which will take the place of the sword-wielding Black Knight-behind-the-"A" logo that still adorned Michie Stadium's midfield stripe as of Monday night.

It features a helmet, sword and star on a shield background in traditional gold and black colors, a design meant to be "evocative" of the history of West Point, said Col. Ty Seidule, head of West Point's history department, who worked closely with Nike marketing and design staffers during the 18-month rebranding process.
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