‘Department of War’ rebrand could cost up to $125 million, CBO estimates

Rebranding the Department of Defense: The Financial and Historical Implications

In a bold move reflective of its namesake, the costly transition to the 'Department of War' evokes the United States' past while promising potential financial headaches.

The Breaking Point

In September, President Trump's executive order set into motion a rebranding of the Department of Defense, harking back to its origins as the Department of War. According to the Congressional Budget Office (CBO), this rebranding could cost between $10 million and $125 million, with expenses depending heavily on the execution of new branding materials and speed of implementation.

Beneath the Surface

The rebranding effort aligns with a broader strategy under Secretary Pete Hegseth to emphasize military fitness and strength, diverting from previous focus areas such as diversity, equity, and inclusion. Historical echoes of the original name, used until 1949, reveal underlying shifts in military messaging and strategy.

The Ripple Effect

While the costs for this rebranding could climb to hundreds of millions if Congress backs a permanent name change, the implications touch on more than finances. The change speaks to shifting priorities within national defense policy, potentially affecting everything from military identity to international perceptions.