A recent address to the military by Defense Secretary Pete Hegseth is drawing attention on social media, with users saying the event’s backdrop resembled iconography from the Third Reich.
In an October 3 address at the United States Air Force Academy, Hegseth stood before a crowd of cadets in front of a monochromatic backdrop featuring a redesigned logo for the Department of War (DOW)—a secondary title for the Department of Defense (DOD)—which many on social media have likened to Nazi Germany imagery.
Featuring a simplified version of the DOD’s traditional seal, the image has drawn comparisons to Nazi Germany’s eagle symbol, which positions the bird’s wings horizontally—just like the logo behind Hegseth—contrasting with other agency seals that feature the bald eagle’s wings opened in a V shape, such as the presidential seal.
It’s worth noting that the seal’s eagle has remained in the horizontal position since 1949, when the DOD was first created, with an approval last year to change the seal’s title to reflect the proposed DOW name.
The seal’s design is officially outlined in Appendix VI Joint Army and Air Force Bulletin No. 23.
But the eagle’s position aside, a series of changes to the official seal, which appear to run afoul of the department’s own brand guide, may be contributing to the imagery users are recognizing on social media.
The redesigned logo is missing features from the official DOD seal, like the contrasting encircling band around the eagle, and a wreath of laurel and olives beneath the eagle. Additionally, the redesigned logo also decreased the number of stars surrounding the eagle, from 13 to just five.
What a picture is worth
Still, for some users, it was not just the logo but the entire monochromatic setup that contributed to the perceived fascist inspiration, with one user saying on X, “There’s no such thing as ‘accidental Nazi.’”
Accusations aside, the redesign seems to be in line with larger efforts to create a more comprehensive design identity for the federal government—whether these align with a specific department’s own guidelines or not.
Right when President Trump took office last year, his administration introduced a new White House logo.
In recent months, the administration has also rolled out a series of websites and platforms with modernized design identities, and last week Secretary of State Marco Rubio unveiled a new passport design featuring a more prominent seal that is “more gold.”
“An icon for our country”
While it’s unclear if the redesign is permanent, representatives have pushed back on the Nazi comparisons.
“The American bald eagle is an icon of our country and used on many state and federal seals, including the seal of the Department of War,” Deputy Pentagon Press Secretary Joel Valdez told Fast Company when asked if the new logo was a part of a new brand identity for the department or an oversight, given the guide’s clear specifications.
Valdez added, “If for some reason you see imagery of a bald eagle and begin having delusions about Nazi Germany, then you may need to get your head checked for serious brain damage.”
