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 November 12, 2010

Armywide News

AAFES unveils new brand, undergoes
name change

DALLAS (Army & Air Force Exchange Service) — When the Army & Air Force Exchange Service unveiled its new brand at Tinker Air Force Base Sept. 17, it ushered in a new era for Exchange shoppers.

The Army & Air Force Exchange Service, now known as the “Exchange,” on second reference also has a new tagline of “you save, we give back,” and a new “X” logo.

“The ‘X’ simplifies the many terms Army and Air Force Exchanges have been known as throughout the years,” said Army & Air Force Exchange Service’s Senior Enlisted Advisor Chief Master Sgt. Jeffry Helm. “This endeavor marks the end of Post Exchange, Base Exchange, AAFES, ‘AFEES,’ PX and BX confusion. Now, the ‘Exchange’ stands ready to meet all authorized shoppers’ needs.” Army & Air Force Exchange will be used on the first reference, where appropriate.

“Even though there’s a new look, customers around the world will still receive the same competitively-priced products and tax-free shopping they’ve come to expect from their Exchange benefit,” said Helm. “Regardless of the appearance, the benefit remains the same.”

The upgrade is happening everywhere the Exchange has a presence, including shoppers’ mailboxes and computers as the website changes to http://www.shopmyexchange.com.

For more information about the Fort McCoy Exchange, call the Exchange Store Manager Neal Smart at 608-269-5064.

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