Blackwater USA is a household name in the private security business with its reputation for taking aggressive actions to protect contractors and State Department employees in war-torn Iraq. Even its logo depicts a rough and tumble company.

As reported by the New York Times, “well, not anymore. The well-armed men remain, but the company’s roughneck logo – a bear’s paw print in a red crosshairs, under lettering that looks to have been ripped from a fifth of Jim Beam – has undergone a publicity-conscious, corporate scrubbing.”

The company claims to have made its decision to update its logo before Sept. 16, the day a Blackwater team guarding a State Department convoy in Baghdad fatally shot 17 Iraqis near a bustling traffic circle. But the new logo did not appear on Blackwater’s Web site until after the incident.

The Times quotes Lauren Miller, the owner of MDesign, a graphics design firm in New York, as saying, “I would say it’s a highly significant change; they’re repositioning themselves. The old logo suggests that they’re targeting people. The new logo is a more ambiguous, more safe corporate logo.”

The most significant change of the logo was eliminating the scope of the sniper’s rifle.

To read the entire article from the New York Times, link here:

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