NAVAL AIR SYSTEMS COMMAND, Patuxent River, Md. -- Commander, Fleet Readiness Centers (COMFRC) and organizations in its portfolio are donning new looks to update their image.

The organization recently received approval from the Chief of Naval Operations, Air Warfare Division (N 98), to update its branding with new logos. The transformative project is scheduled for completion in the summer.

“We are in the process of redesigning and refreshing our logos because a majority of our customers and workforce did not understand who we report to and how our FRC organization was structured,” said Ian Espich, COMFRC flag aide and logo designer. “They did not understand the command breakdown or even that a command headquarters existed because we did not have a common identity that our customers could relate to or build upon.”

Changes to the COMFRC logo include replacing the unidentifiable aircraft in the previous design with the silhouette of an F-35 Joint Strike Fighter, signifying the future of Naval and Marine Corps aviation. Eight stars were added to the bottom of the logo to represent the major FRCs in the command and Professional Aviation Maintenance Officer (PAMO) wings were added to signify the command’s stance as the premiere maintenance execution arm of the Naval Aviation Enterprise (NAE).

“The COMFRC logo acts as the foundation for all of the major FRCs, which means that all command logos required a major departure from what they had, though they did maintain the triangle shape,” Espich said. “All of our sites provide world-class services and products, but each command had its own individual identity, which eliminated any chance at building a unified team. We set out to change that by establishing a common brand under COMFRC, so NAE will recognize the Fleet Readiness Centers enterprise as one unified team.”

All new FRC logos now share the basic design element as the COMFRC logo except FRC East (FRCE) and FRC Aviation Support Equipment (FRCASE); they do not have PAMO wings. FRCE received an eagle, globe and anchor, and FRCASE received the Aviation Support Equipment badge since it is not a military command.

Each detachment received its own insignia, which use a round shape to signify that they are not an upper echelon command and do not have PAMO wings, per the Operational Navy Instruction (OPNAVINST) 5030.4G, Navy Aviation Squadron Linage and Naval Aviation Command Insignia. Instead, each detachment selected an aircraft that best represented their base and line of work to feature on their logos.

While implementation of the new logos has begun, it will take some time to ensure all old logos are phased out.

"All digital logos, to include those on websites, Facebook, routing sheets, presentations, business cards and awards, should be converted by Jan. 1,” said Eric Simon, COMFRC chief of staff. “All signage on buildings should be done by July 1.”

Sporting a new look is always nice, but this brand evolution takes on a deeper meaning.

“Branding is fundamental; it is basic; and it's essential to building value and credibility,” said Rear Adm. Paul Sohl, COMFRC. “How we are perceived by our customers matters. There is a great deal of value in perception and especially in these challenging times of defense cuts and budget shortfalls.  We need to be as valuable as possible in the eyes of the NAE, and a common brand identity is a sure way to make it happen.”

The COMFRC workforce is the Navy's shore-based, off-aircraft and depot-level aviation maintenance providers. COMFRC supplies the skills, processes and facilities needed to accomplish the maintenance, repair and overhaul of aviation assets to keep the NAE ready to train, fight and win. The more than 16,000 military, civilian and contractor aviation maintenance professionals assigned to the COMFRC portfolio deliver safe and effective airborne platforms and ground equipment to the Sailors and Marines who defend our national interests around the globe.

Hi-res logos can be found in the photo gallery.