COMMANDCONTROLCONQUER

US Military Public Typography

COMMAND | CONTROL | CONQUER U.S. Military Public Typography

Anthony Schmiedeler

all hands on deck

Intro: A well-oiled machine

Chapter 1: Command read here: Instruction restricted area: Safety

Chapter 2: Control government issue: Labeling rank and file: Organization

Chapter 3: Conquer full stack: Honors

espirit de corps: Insignias

Honorable Discharge

2

5

14

25

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spurred on to

FIGHT.

1

a well-oiled machine

spurred on to

FIGHT.

There is no doubt that the United States Military is one of the best in the world when it comes to power and effectiveness. One could attribute that efficiency to many things, but a primary ingredient that is typically overlooked is the US Military typographic system.

The United States uses typography to keep the cogs of its military machine moving like a well-oiled machine. The three primary cogs of that machine are Command, Control, and Conquer. When these parts are working together, soldiers stay informed, vehicles and weapons stay organized, and they are all spurred on to fight.

1 command

read here

COMMAND

The ‘Command’ Portion of US military typography focuses on instructing for the purposes of safety as well as the spread of knowledge. Most of this typography is strictly utilitarian and therefore possesses no personality or narrative. This typography is all for function with its primary job being to keep that machine moving.

Bradley Fighting Vehicle, US ARMY

6

In the military, no matter what your profession, when worse comes to worse you are a rifleman. For that reason, one must be able to take over for a fallen comrade in the most basic scenarios. To ensure that this is possible, the US military uses basic, instructional signage in and around most structures, vehicles, and weaponry. This typography is always very legible and direct. Positioning is important for this type as it is only to be read when needed.

This signage also serves as reminders for those already in the know. In times of distress, it’s easy for someone to misstep during a process so the US Military Typographic system includes bold, short, signage, large enough to be read quickly and legible enough to be interpreted clearly.

restriced area

8

‘Command’ Type also includes signs marking dangerous areas and components. As the military is constantly changing and improving, almost all of the type is stenciled directly onto these objects and places or temporary signs are affixed in ways that can be easily changed.

Spray-painted on barriers facing into a small outpost, this type reminds the guard what to shoot at as a vehicle approaches.

LOST

2 control

government issue

CONTROL

The ‘Control’ portion of US military typography is the “organizational” cog of the machine. This type is used to label and manage the many people and parts of the military to maintain its prevailing structure. This type is also utilitarian but possesses some character to emphasize separation and hierarchy.

Tanks weigh about 70 tons and most

of the pieces that run the tank and

tools that fix the tank are heavy

and dangerous. These pieces and tools

all had markings that helped identify

tools and pieces that belonged to each

tank. Everything in the military looks

the same. So without markings, you’re

kinda lost.”

“

Form

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tan

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Sgt.

Eh

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without markings you’re kinda

FORMER MARINE CORPS TANKER, SGT. EHREN SCHMIEDELER

LOST

“

FORMER MARINE CORPS TANKER, SGT. EHREN SCHMIEDELER

US

Arm

y V

ehic

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arki

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y T

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n The US Army fielded approximately 3

million trucks, tanks, halftracks and

other vehicles during WWII. Ideally

each vehicle was painted; had national

markings applied and was identified by

a unique registration or ‘hood’ number.

At times each vehicle was also marked

with a simple ‘bumper’ code system that

allowed anyone to identify a vehicle

and know its parent unit.”

rank and file

17

Organizational typography usually combines letters and numbers in distinguishable, repeated patterns. Like Com-mand type, it is usually applied directly onto objects but is much smaller, tighter, and technical. Serialized and numbered objects are often, at least, semi-permanent to last through a period of changing hands.

The most basic and recognizable element of the Control cog is the ranking system, which is used by all branches of the military. Rank is mostly iconic but typographic elements are sometimes used.

The first number in this particular vehicle numbering system is used to indicate section in the platoon whereas the last number is used to dictate order of march during a patrol.

’Control’ type is used to

UNIT

DESIGNATE

Military Science Building, University of Kansas

BUILDINGS

as well as for wayfinding and

LABELING

3 conquer

CONQUER

The ‘Conquer’ element of the US military typographic system is perhaps the most important of all because it is what drives the machine. It is empowering and influential. As opposed to organizational and instructional typography, this motivational type is much more expressive and illustrious. This mostly vernacular typography, is frequently accompanied by symbols or imagery and used as a source ofpride for individuals as well as entire companies.

B.O.H.I.C.A - Bend Over Here It Comes Again

A large amount of motivational type borrows from the past and emulates distinguished periods of American military history. A unitguidon, for instance, is typically passed down over many years and always maintains the same design.

Other examples of ‘Conquer’ type include unit t-shirts, tattoos, relics, and plaques. These things habitually use illustrious type, sometimes hand-drawn, but always menacing and proud. The historic vernacular gives these elements character and meaning far beyond their simple appearance.

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full stack

Iraq Campaign Medal

Motivational typography applies to the various badges and medals that soldiers strive to earn. Some use very small type to define levels of achievement. Most ribbons are categorized by color and pattern. Accrued over many years, a successful soldier can earn a “full stack”.

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BIG

GER

...they were part of something ”FORMER MARINE AAV CREWCHIEFCPL. MATTHEW ENZ

BIG

GER

If a new design is to be made, very

careful study is done of the history

and battle honors of the unit. The most

important decorations, honors, combat

service and missions are represented

in the design of the insignia. Sometimes

up to two centuries of history are

condensed into the symbolism for a

distinctive unit insignia.”

Dis

tin

tive

Un

it In

sig

nia

By

Art

hu

r E.

Du

bois

”FORMER MARINE AAV CREWCHIEFCPL. MATTHEW ENZ

“

Guidons began as a control measure in battle thousands of years ago, marking a rallying point for troops or the location of the commander. As it evolved, it was used to keep regiments in formation and to determine a regiments location in battle. With modern tactics, the guidon is reserved for formal occasions and serves as a point of pride for those who fall under it.

Typography on guidons is almost always accompanied by a distinct unit insignia, symbolic of a unit’s historic combat service. Many units are represented by just a single number or letter. Despite their brevity, any good soldier is willing to die for that guidon and their fellow soldiers it represents.e

spirit de corps

For me it felt great knowing that I was

part of a distinct, self-sustained unit

in the Marines. It gave me pride in my

MOS and never let me forget the hardtimes

and the good times I had while serving

in garrison and overseas. Many peers came

along way after realizing that they were

part of something bigger, and the more

they saw it being represented, the more

it pushed them to strive for greatness.”

Form

er m

arin

eC

pl. M

atth

ew E

nz

“

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After taking a closer look, it’s very clearthat typography plays a significant role in the function of the United States military machine. Its clarity COMMANDS, its uniformity CONTROLS, and its brilliance CONQUERS any who challenge it.

Without it, the greatest military force in the world would not be the same.

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carry on

Special Thanks to

My brother Ehren Schmiedeler

My buddy Matt Enz

KU Army ROTC Cadre & StaffMsgt Chad BrownCadet Howard Ting

the Kansas National Guard

and all the men and women of the Armed Forces still fighting the good fight.

Sources:

Signs: Lettering The Environment by Phil Baines & Catherine Dixon

The Value of the Narrative in the Education of a Typographerby Chris Myers

US Army Vehicle Markingsby Tim Keenon

Distintive Unit InsigniaBy Arthur E. Dubois