New Navy Slogan

| December 5, 2017 | 89 Comments


The Navy Times is reporting the Navy has announced its newest recruiting slogan, “Forged by the Sea,” the result of over 18 months of research, development, and focus group testing. The new slogan will be introduced as part of a public relations campaign and aired during Saturday’s Army-Navy football game.

“For more than 200 years our Sailors have been tested and shaped by the sea,” Navy Recruiting Command leader Rear Adm. Pete Garvin said in a release. “Our new tagline perfectly captures the transformative impact the Navy and the sea has on our Sailors.”

The Navy contracted with marketing and communications agency Young & Rubicam, “to create an enduring and authentic brand identity, tagline and unified marketing strategy to inspire and motivate potential recruits to join,” according to the release. The new campaign’s commercials and other work cost about $10 million.

“FBTS” was unanimously selected by focus groups consisting of Centennials, the intended audience, but also included current enlisted and officer personnel, Navy veterans and others. This is the 10th slogan adopted by the Navy in the past 45 years, and replaced “A Global Force for Good.”

Watch for it during the second quarter of the Army-Navy game. I’ll keep my opinion to myself, but it certainly is an improvement over the last slogan.

Category: Navy

Comments (89)

Trackback URL | Comments RSS Feed

  1. ChipNASA says:


    “It’s not Gay it you’re under way.”
    “It’s Straight As Long As It’s a Shipmate,”
    “It’s Only Queer By the Pier,”
    “Loose Hips Float Ships,”
    “86 the 69”

  2. Sj says:

    The comments on this post will probably be popcorn worthy.

  3. ChipNASA says:

    *if* (Jesus fat fingers)

  4. JBUSMC says:

    “My brother Alice was in the Navy. Tripped over a mop bucket and got his head stuck in a porthole and made $125. I don’t know how much he made on the other end.” Redd Foxx

  5. MrBill says:

    Better than An Army of One.

    Not as good as Be All That You Can Be – admit it, we can all still sing the song! (Trivia: the music for Be All That You Can Be was written by Jake Holmes, who wrote the original version of Dazed and Confused.)

    • Some guy says:

      Throgg say “Army strong” still best slogan! Army strong like Throgg, Throgg like Army.

      • Reverend Pointy Head says:

        That slogan in the 4th grade to me meant “Absolutely.”
        I wanted to be an AH-64 Warrant Officer (I thought people didn’t want to sign up for it and I were a chosen few of daring do)
        Then the “Army Of One” Campaign and the Beret fiasco after.
        So I said to the Air Force recruiter “I want to be where the slogan never changes!” and he told me I wound up in the right place. I never understood why the Marines were laughing so hard.

        • Reverend Pointy Head says:

          I wish to take a moment regarding myself and the USAF which I still love and has given me a career in civilian life I would never have if not for it. I am far from a real perspective of “Those fucking Air Force Geeks”.
          I can’t stop making fun of my experiences and interactions. If you’re a PJ or Raven SF and I applaud you.

          Except “Crew Chiefs”. You dipshits are “Hey, I’m Vinny from the garage. Looks like your shit is broken, bud.” Stop fucking calling me when you can’t figure it out!

    • Nicki says:

      “Be All that You Can Be” is still considered one of the top five best advertising slogans ever by the industry. It was genius!

    • dinotanker says:

      I hated that Army of One slogan.

      Tough to gun and run a tank/Bradley with only one person.

  6. Jonny D says:

    Forged by the SkyDick

    • ChipNASA says:



      ** (This is not an official Department of Defense (DoD) or Navy product. Any information, products, services or contained within this website does not constitute any type of endorsement by the DoD, or Navy No federal endorsement of sponsors intended.)

      • mr. sharkman says:

        ‘The US Navy – Dicks in the Sky’ has a certain ring to it, I must admit.


        ‘Your Navy – Death from the Sea, Death under the Sea, Death above the Sea, Death on the Sea – if it’s anywhere near any Sea, Death Death Death Death Death.

        Free Amazon Cruise Missile Warhead Delivery vs. any targets worth 35 million $ or more with a current US Navy Amazon Prime Death Account.’


        ‘The US Navy – if you have a daughter, one of our SARCs probably nailed her. On the Sea.’


  7. GDContractor says:

    I was a partner in a small diving business in Maine back in the late ’80s. Our company slogan was “Quality Takes a Dive”. Somehow, I doubt that Young and Rubicam could have come up with anything better.

  8. Graybeard says:

    Have to agree it is better than “An Army of One” but not by much.

    Does this intentionally play on the two meanings of “forge”?

    Does this reflect how much hot water the Navy leadership has been in lately? On how hot the water was?

    Does this reflect on the guys caught by Fat Leonard?

    Can one forge metal with steam, or just cook one’s goose?

    So many questions.

  9. Ex-PH2 says:

    I always liked that warning “Loose Lips Sink Ships”.

    And then, there’s the Howard Christy poster for the marketing campaign for women to join the Navy: Gee, I wish I were a man. I’s join the Navy.,_I%27d_Join_the_Navy_-_Google_Art_Project.jpg

  10. Yef says:

    How long until it becomes
    “Fucked By The Sea”?

    Its human nature.

  11. Sj says:

    TAH could have come up awesome slogans for a lot less than $10M

  12. DocV says:

    “It’s not Just a Job, It’s an Adventure!” was always my favorite along with “Fly Navy”.

    Anything is better than “A Global Force for Good”.

  13. Sapper3307 says:

    A Navy of one!

  14. 1610desig says:

    “You made them fat, we’ll make them Navy fat”

  15. Roger in Republic says:

    My favorite came from a SNL skit. “It’s not just a job. It’s $97.10 a month.”

  16. Winston Churchill says:

    Rum, sodomy and the lash

  17. 26Limabeans says:

    copied fraudulently; fake:

    First thing that came up from the search.

  18. Sparks says:

    One thing I know for sure, the Board at Young and Rubicam are sitting around lunch, laughing till milk comes out their noses.

    • Perry Gaskill says:

      Young and Rubicam’s parent company is WPP which is run by short-statured CEO Sir Martin Sorrell. In the advertising business, Sorrell is sometimes referred to as “The Poison Dwarf.”

    • Forest Green says:

      Yeah, the pentagon weenies should just have service wide contests for this crap. The couldn’t do any worse.

      • 1610desig says:

        Probably close to the same methodology that gave us the wildly popular and wonderfully utilitarian “blueberry” uniform…now heading to a landfill, Goodwill or DRMO near you…”Navy, if we can’t fuck up yet another new uniform rollout, no one can!”

  19. martinjmpr says:

    What about the Naval Reserve?

    Simpsons did it!

  20. AW1Ed says:

    I knew you folks would rise, err, stoop to the occasion. Be disappointed otherwise.


  21. IDC SARC says:

    Join the Navy, see the Marine Corps!

    Corpsman up!

  22. Forest Green says:

    “Give a Fast Ship; because we’re goin’ no where.”

  23. 1610desig says:

    Forged by the Frank Visconi

  24. Skyjumper says:

    Being Army, I had to put Google to use:

    “You Are Tomorrow; You Are The Navy”
    -Recruiting Slogan (1988-1990)

    “Let the Journey Begin”
    -Recruiting Slogan (1996-2000)

    “Any time, any where, always ready, always there.”
    Official Navy Submarine motto

    Some that never seemed to make the cut:

    “Fifty shades of gray”

    “Because joining the Army is just stupid”

    “Ships have AC and Wi-Fi, foxholes don’t”

    “Seas the opportunity”

    “Like jail, but at least you get paid”

    “We wear white after Labor Day”

    “Easiest Boot Camp, so why not”

    “Water you waiting for”

  25. FatCircles0311 says:

    18 fucking months and $10 million dollars to get a marketing slogan. Good fucking grief.

    This could have been done in a weekend for free and I suspect with far better results.

  26. Darth Vader says:

    I suggest “Bend over and feel the Force”

  27. Jeff LPH 3, 63-66 says:

    Join the Navy, and see the world through a porthole.

  28. Devtun says:

    Only slogan this week is – Beat Army.

  29. Rosalee Adams says:

    I am sticking to the old motto:
    Non Sibi Sed Patriae
    (inscribed over the chapel doors of the Naval
    and I am also sticking with
    “The Few, The Proud, The Marines,”
    even though the Marine Corps has apparently decided to set it aside
    As a Navy brat and a former Navy line officer both work well for me.
    BTW ‘semper fortis’ works for me too

  30. Jorge says:

    BOCOD: It’s Just Around The Corner! I Hope The Wife Made Jody Wear Protection!”

    Jorge (CTIC(SG) (Ret))

  31. WEF says:

    Maybe my age, but the guy ‘behind’ all this = ‘Fred Garvin’ (pls see Dan Aykroyd & SNL)

  32. jonp says:

    All kidding aside, 18 months for that and at what cost?

  33. Just An Old Dog says:

    I like it. Don’t think much of putting out 10 million to come up with it though.

  34. NHSparky says:

    I could have given them one we used 30 years ago for free:

    NAVY–It’s not just a job, it’s an indenture!

  35. DevilChief says:

    “Go Navy–We draw dicks in the sky!”

  36. NHSparky says:

    Again? I thought it never stopped.

    Just remember kids, the shaft remains aft!

  37. Nicki says:

    This makes me think they should have Jason Momoa as Aquaman rising up from the sea somewhere on that logo, carrying a trident.

  38. OWB says:

    Yes, there have been worse. Worth $10 mil? Not so much.

  39. Green Thumb says:

    Wasn’t Puff the Magic Dragon living by the sea?

  40. Atkron says:

    Join the Navy, We’ve got Woodland Digi-Camo now too!


    Call the Village People, they already have a recruiting video

Leave a Reply

Your email address will not be published. Required fields are marked *