The William James team has been long overdue for a brand update for quite some time, and after some AI-inspired ideation, we came up with this:
Navy and gold is my favorite color combination—always sharp!
But the real story here is the maze-like structure that makes up our logo icon. A series of open concentric rings, patched with golden segments. This appealing shape is an abstract representation of our philosophy of defense recruiting:
Never in the history of conflict has there been a perfect or permanent defense. As new techniques and technologies emerge, so do new vulnerabilities. Leaders can prepare as best they can, hoping the lessons of the last war still hold true for the next war.
Our maze of concentric rings represent our multilayered defensive capabilities. Formidable but flawed, with gaps visible to our allies and adversaries. And while there will never be an unbroken defensive wall, there is something that can shrink the gaps: talent and innovation.
The only way to preserve our defensive and offensive advantage is to out-think, out-build, and out innovate our potential enemies. An unending race with unthinkably high stakes, decided by technology and attrition. To stay ahead requires the right people.
“…that power cannot be in machinery alone. There must be men to man the machines.”
General George C Marshall, Military Review, December 1947
Our gold line segments represent the right human beings with the skills to complete our defense. To design the next technologies, and and anticipate the next threats.
Finding the right talent for our vital defense and technology partners means a more powerful and effective defense of the United States. And while WJ Recruiting has put my children through college and covered my mortgage payments, our true purpose is to aid in the defense of our most exceptional nation.
– Bill Josephson