WASHINGTON (Army News Service) -- To "Be all you can be" in the Army now means being "An Army of one."

Secretary of the Army Louis Caldera announced the new Army slogan that underscores the importance of individuals in a unified effort and unveiled a new Army logo -- a white star superimposed over a yellow star -- during a Department of Defense press briefing at the Pentagon Jan. 10.

"I am tremendously inspired by this new campaign and feel as if we are conveying a more accurate view of the men and women who comprise our Army," Caldera said. "It speaks to the individual strengths of each soldier and their part within the overall Army force."

The new slogan and logo will be featured in future advertising and recruiting efforts.

Leo Burnett USA, selected last June as the Army’s lead advertising partner, has already developed a campaign featuring real soldiers rather than actors in a series of television, radio, print and web commercials. The first television ad, titled "Dogtags," initially airs during NBC’s "Friends" sitcom Jan. 11. It will also air later on "The Simpsons," "Buffy the Vampire Slayer" and MTV.

"Leo Burnett took the time to learn about the Army and the people who are making significant contributions each and every day," Caldera said. "They understood that over time the Army had strayed from the true story of the American soldier -- one of strength, intelligence and opportunity. And, they have showed a strong commitment to presenting a clear, unified picture of the Army."

"I am the Army" is the literal translation of the new message going out to the Hispanic target audience of 17- to 24-year-olds. The message is bilingual with Army being in English and the rest in Spanish. The reason for Army being English is to differentiate it from armies in Latin American countries, according to Victoria Hudson, executive vice president of Leo Burnett’s Hispanic advertising partner Cartel Creativo.

The reason for a different message is because it says close to the same as "An Army of one" but accounts for Hispanic cultural differences such as the need to fit in and be embraced, said Hudson.

One of the key reasons why the Army needed to change its message was the fact that the Army has missed its recruiting goals three out of the past five years -- Be all you can be just wasn’t working, Caldera said. Another reason is that advertising messages get old and tired with time no matter how recognizable they are, he continued.