FORT LIBERTY, North Carolina –
Born from the Medical Reserve Corps, the United States Army Reserve continues to grow into a force that covers 20 time zones and has over 190,000 Soldiers in its formation.
During 115 years of service, one part of the Army Reserve has been around for over 100 of those years — the symbology.
Capt. John Parker became the symbol of the citizen Soldier on July 8, 1922. With his trifold hat, he represents the organization’s mission to provide combat-ready units and Soldiers to the Army and the joint force across the full spectrum of conflict.
Symbols in the Army are an import part of identity and communication. On April 20, 2023, the Army Reserve added to its symbology. The unveiling of the new logo comes a few months after the U.S. Army introduced their new logo. The star with the upward stripe nods to the evolving nature of the formation. It speaks to the Army Reserve’s future and legacy of Readiness, as well as the tangible growth and opportunities that Soldiers can find in the Army Reserve.
Along with the new logo, the Army Reserve launched their “Its Your Time” campaign, which is designed to educate and inspire the next generation of leaders. In essence the phrase encourages new recruits to envision what they want to accomplish and allow the Army Reserve to get them to their desired goal. The campaign is in response to this new generation of prospective Soldiers.
“Research tells us that young people have limited knowledge of the Army Reserve as a pathway to service – and those who are aware may not realize its importance to the force,” said Maj. Gen. Alex Fink, chief of Army Enterprise Marketing. “‘It’s Your Time’ was created to increase understanding of the capabilities the Army Reserve has to offer that not only contribute to Army readiness but help advance Soldiers’ Army and civilian careers.”
Army Reserve Soldiers have many ways they can serve. The component presents opportunities for Soldiers that benefit them in and out of uniform, such as pursuing education and advancing their civilian careers.
To illustrate that there is no one path, a crucial part of the campaign features videos titled “Helper,” “Solver,” “Fixer,” and “Connector.” These themes allow prospective Soldiers to visualize themselves in the Army Reserve. With more than 120 jobs, individuals can pick one related to their civilian career, or pursue a new passion.
“With this campaign, we were intentional about capturing the faces and voices of the most demographically diverse component of the Army,” said Lt. Gen. Jody Daniels, chief of Army Reserve and commanding general, U.S. Army Reserve Command. “No matter your background, interests, or skill set, the Army Reserve can help you reach your full potential and become part of something bigger than yourself.”
Campaign assets will be distributed in a phased approach on platforms including YouTube, Reddit, LinkedIn, Instagram, and Facebook,- as well as GoArmy social media channels, and GoArmy.com.
For more information on the Army Reserve, visit GoArmyReserve.com or www.usar.army.mil/HowtoJoin/.