The Civilian Marksmanship Program (CMP) recently announced the rebranding of its logo to a new, simpler style.
Replacing the long-standing eagle seal—an emblem inspired by the Department of Defense—the updated logo design is a minimalist, three-letter emblem.
The new logo features a bold “CMP” acronym, with a subtle reticle embedded in the “C,” a nod to the organization’s enduring focus on marksmanship and firearms education.
According to CMP Board Chair and CEO Jerry O’Keefe, the rebranded logo “represents the more modern current state of the CMP—something that, like the revision of our programs, is more contemporary.”
Founded in 1903 under President Theodore Roosevelt, the CMP began as the National Board for the Promotion of Rifle Practice. It transitioned into a private organization in 1996, with a mission centered on firearms safety, training, education and youth development. Since the 1960s, the eagle, stars and arrows seal has been a recognizable symbol of the CMP.
Designed to be more adaptable across digital and physical platforms, the updated logo aligns with modern branding standards. Additionally, according to CMP, the design embodies five core traits: Strong, Bold, Proud, Stable and Timeless.
The refreshed branding will roll out across all CMP merchandise, publications and website. The classic eagle seal will still appear on official letterhead and select ceremonial materials, preserving its historical significance.
“The eagle seal will always be part of the CMP’s legacy and will remain a profound icon for America’s marksmanship history,” O’Keefe said. “And we hope this new logo will make a similar impact as it becomes synonymous with exceptional firearm training, responsible ownership and competition excellence.”
