The Civilian Marksmanship Program (CMP) is excited to announce a rebranding of its logo – moving from the classic eagle seal to a new, simpler style.
“We believe it is time for new logo that represents the more modern current state of the CMP – something that, like the revision of our programs, is more contemporary,” said CMP Board Chair and CEO, Jerry O’Keefe. “We couldn’t be more proud of CMP’s deep history and legacy which stretches back over 120 years and the classic eagle seal will always represent and be part of that. CMP’s brand in the firearms and marksmanship competition space is growing so it is the right time for our logo and the brand it represents to evolve as well.”
The new CMP logo takes on a more minimalistic design, with a bolded three-letter emblem and a single reticle within the “C” paying homage to marksmanship.
The Civilian Marksmanship Program’s lineage began in 1903 as the National Board for the Promotion of Rifle Practice under President Theodore Roosevelt and the Department of War. The program oversaw the administration of marksmanship for citizens in the United States until 1996 when it transformed into the CMP as we know it today – a private organization with the mission to provide firearms safety, education and training for all, especially the youth community.
A “National Board for the Promotion of Rifle Practice” pinback button displaying a version of the eagle seal logo. Photo: National Museum of American History
The CMP’s accompanying insignia, characterized by its eagle, stars and arrows, was derived from the seal of the Department of Defense and can be traced back to the 1960s. The seal has undergone minor changes over the years but will now stand as a historical reference to the CMP and its previous identities rather than its primary brand model. CEO O’Keefe further states, “it is the right time for the CMP to transition from the legacy seal which reflects CMP’s storied history as part of the Government to a new logo that better represents the 21st century CMP as a strong and thriving private organization.
The new CMP logo takes on a more forward-looking and minimalistic design to echo modern trends, mark the company’s singular identity all while acknowledging CMP’s strong brand awareness. The bolded three-letter emblem embodies the CMP name and is in lockstep with its ideologies: Strong, Bold, Proud, Stable, Timeless. A reticle traced within the “C” of the logo, a crosshair pattern often seen within firearm sights, directly associates the logo with CMP’s continuing mission – etching a clear focus on marksmanship.
The revised logo will now be the standard symbol on all CMP merchandise, correspondences and publications, while the classic eagle seal will be reserved only for official CMP letterhead and other special projects.
The CMP’s previous eagle seal will still be present in certain correspondences alongside the updated logo.
“We’re grateful for the position we’re afforded,” O’Keefe said. “That is, an audience of individuals who have supported the CMP for generations – who are able to recognize all that we stand for from our company acronym alone.”
“The eagle seal will always be part of the CMP’s legacy and will remain a profound icon for America’s marksmanship history,” he went on. “And we hope this new logo will make a similar impact as it becomes synonymous with exceptional firearm training, responsible ownership and competition excellence.”
More About the CMP:
The Civilian Marksmanship Program (CMP) is a federally-chartered 501(c)(3) corporation that places its highest priority on firearms safety and marksmanship activities, with a focus on youth. CMP’s programs encourage personal growth and build life skills, with such initiatives as its junior training and competition programs, Affiliated Club program and scholarships providing support to citizens of all backgrounds across the nation. Learn more about the CMP at thecmp.org.
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