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Army harassed by critics online after unveiling new army logo

The Canadian military learned some valuable lessons Friday: art is in the eye of the beholder and it pays to be accurate, even on social media.

The military faced huge backlash online after unveiling a new logo for the military on X, the platform formerly known as Twitter.

The post led many to believe that the service’s official emblem was being changed.

The Department of National Defense proactively issued a statement regretting the confusion and clarifying that the traditional emblem will remain the same.

“The Canadian Army has not changed its official logo,” DND senior communications advisor Alex Tétreault said in a news release.

“We remain proud of our official emblem, which remains two crossed swords, three maple leaves and a royal crown.”

The Canadian military is facing backlash online Friday after unveiling a new logo.  The post led many to believe that the service's official emblem was being changed.
The Canadian military faced backlash online Friday after unveiling a new logo, shown here below the official emblem. (X/Canadian Army)

The new logo, launched with a clever video, shows the camera rolling through a camouflage net, where brown and beige pixels transform under a tan maple leaf into an irregular puzzle on one side with a drooping, oblong extension in the other one.

The response on social media was instant and largely negative. Many people said they didn’t know what to do with it and wondered what it represented; others denounced the rebranding, thinking that the traditional emblem was being changed.

The memes didn’t take long to arrive either. One depicted a man under a maple leaf hugging the rear of an enthusiastic moose.

DND insisted that the new logo is not for everyday use.

“The icon launched today is a complementary design that will be used in the lower left corner of certain communication products and in animations for videos,” said Tétreault.

“This icon joins our official logo and is intended to coincide with the launch of a new camouflage pattern: the Canadian Disruptive Pattern Multi-Terrain (CADPAT MT).”

The army is renewing its camouflage uniforms.

The Defense Department statement goes on to explain the intent and reason for the color pattern, but does not say what the shape is supposed to represent.

Some social media posts described the logo in artistic terms as “provocative.” Others described him as a Lego moose, as well as “unkempt” and “ugly.”

The rebranding was an internal exercise, the department said.

“The icon was developed without additional funding or involvement from outside companies,” Tétreault said. “It was developed by DND’s in-house graphic design team, and this icon comes at no cost to the taxpayer.”