III Armored Corps Brand Guide
Canva and Adobe InDesign
This is a guide to the approved use of the III Armored Corps brand elements. It was written and created as a physical booklet, on this page it was edited for web use.
III CORPS TO III ARMORED CORPS
III Corps was organized on March 30, 1918, at Langres, France. During World War I, the Corps participated in the Aisne-Marne, Oise-Aisne, Meuse-Argonne, Champagne, and Lorraine campaigns.
During World War II the Corps earned the nickname "Phantom Corps" by hitting the enemy when least expected. III Corps was awarded campaign streamers for Northern France, Rhineland, Ardennes-Alsace and Central Europe campaigns. Assigned to Patton's Third Army during the relief of Bastogne, III Corps liberated more than 100 towns, including Bastogne halting the German bulge offensive. III Corps then established the Remagen Bridgehead securing the initial foothold in Germany.
During the Global War on Terrorism, III Corps
deployed to Iraq during Operation Iraqi Freedom to head the Multi-National Corps-Iraq, assist the Iraqi government and military during the national elections, and plan and execute operations at every level from tactical to strategic until the official end of combat operations in Iraq as Operation Iraqi Freedom transitioned to Operation New Dawn.
deployed to Afghanistan to head the International Security Assistance Force Joint Command in Kabul.
deployed to Iraq during Operation Inherent Resolve where it assumed duties as Headquarters, Combined Joint Task Force — Operation Inherent Resolve.
Over the years, the Corps has become known as America's Armored Corps. Today, it is our country's premier heavy maneuver force: mobile, lethal and Army Strong. In recognition, Lieutenant General Robert "Pat" White changed the preferred nomenclature to III Armored Corps.
Shoulder sleeve insignia
The blue and white caltrop can be traced back as far as 1918. The shoulder sleeve insignia was approved by the Adjutant General, American Expeditionary Force on December 3. It was then later approved by the War Department on June 17, 1922.
The III Armored Corps signature colors of blue and white are authorized colors used in distinguishing flags to represent the Corps. These colors are used for the Corps echelon. The Three Points allude to the number of the Corps. The caltrop is a representation of the shoulder sleeve insignia of the III Corps.
A logo is an easily recognizable graphic symbol that identifies a company, a commercial product, or any public or private entity.
It is on of the ways to distinguish a brand in a competitive world, full of graphic elements that try to attract our attention every day.
The III Armored Corps logo is a part of the visual identity of our brand.
Logo Proportions
The III Armored Corps insignia/logo is a blue caltrop with three points that lie on a circle of 1 1/2 inch radius; with a white equilateral triangle in the center with points that lie on a circle of 3/8 inch radius.
The design is enclosed by a 1/8 inch Army green border. The logo may be resized, but the proportions must stay the same.
Note: opacity decreased to show guides
Size
When displaying the III Armored Corps logo, make sure it is significant and appropriate for the communication tool being produced. If it is too small, it loses impact. The insignia should be used thoughtfully and consistently. For legibility, the caltrop should not be reproduced smaller than one-quarter of an inch (.25") wide, or 45 pixels.
Space
Note: X is equivalent to the height of the white triangle inside of the insignia
Negative Space
The blue and white caltrop is symmetrical and clean. To show respect to our insignia, it should be given space and not be crowded. By allowing empty space around the insignia, the III Armored Corps logo is visible and legible. The minimum amount of clearspace around the logo is equivalent to the height of the white triangle inside of the III Armored Corps insignia.
The wordmark "III Armored Corps" is not a part of the logo.
When text is used alongside the caltrop insignia, the following guidelines apply.
Variations
Note: black and white color table
Note: Army green color table
Alternatives
While it is best to use the III Armored Corps blue insignia, other situations arise when variation is necessary. These alternatives are provided for certain communication products where the original may not be the most appropriate.
Full color art and design is ideal, it is often not practical or possible. In these situations, a black and white version of the logo becomes a valuable design tool.
The Army Green caltrop displayed on the right shoulder sleeve should be reserved for use as the battle badge, and not to be used for marketing communications.
Do’s & Don’ts
Application
The III Armored Corps insignia or logo may be placed over images as long as its legibility is not compromised, as seen in examples here.
Making sure the III Armored Corps text registers and has impact is predicated on it's background too. Having enough contrast between the text and the background is important.
Keep the logo clear, proportional and legible.
DO NOT ALTER THE INSIGNIA IN ANY WAY
Don't crop, blur, rotate, skew, stretch, or change the proportions and or appearance of the III Armored Corps insignia. This includes using drop shadows or a filter on the insignia.
Don't use previous or older versions of the caltrop unless referred to as the historical versions of these assets.
III Armored Corps
Official Mascot
In 1986, III Armored Corps entered into an agreement giving permission to the Commanding General to use Mr. Frank Frazetta's copyright figure entitled "Death Dealer" as a symbol for III AC. This agreement allows the III Armored Corps' use of the figure as originally drawn and without modification. In the ensuing years, the figure has been renamed "Phantom Warrior" when used as a symbol for III AC.
FH Reg 360-8 provides guidance for the use of the "Phantom Warrior" as follows:
Applies to all units assigned, attached, or training on Fort Hood
There will be no changes made to the figure
Can be used in proper decorum and in good taste on official and unofficial III AC items such as T-Shirts, bumper stickers, etc. without provocative inscription.
The III AC Public Affairs Office ensures that use of the Phantom Warrior is kept within the bounds of the agreement.
Use of the figure will include an acknowledgment that Mr. Frazetta is the copyright holder.