Joint Base Langley-Eustis Visual Merchandiser Wins HEROES Logo Contest

As a 17-year Army Veteran and visual merchandiser for the Joint Base Langley-Eustis Exchange, Kevin Jirtle saw the HEROES logo contest as an opportunity to combine important parts of his life.

Seeking to showcase his skill and past experience, Jirtle threw his hat into the ring and won the contest.

His HEROES symbol, a red, white and blue shield featuring three service members, will represent the special emphasis program. He will also receive a Director/CEO or COO challenge coin and a Thanks Award of $250.

The HEROES logo contest struck a chord with Jirtle.

“I’m very happy,” Jirtle said. “I am a Veteran, so this was one I really wanted to win.”

Jirtle’s logo features three service members, representing the three branches directly served by the Exchange — the Army, Air Force and Space Force. However, he used a silhouette technique to keep interpretations open-ended for associates with connections to the Navy, Marine Corps and Coast Guard.

“I used the six stars to represent the tenets of HEROES,” Jirtle said.

Each letter of the HEROES acronym has its own meaning: Honor (H) Exchange military Veterans; Educate (E) Exchange associates; Recognize (R) the sacrifices of Veterans; and leverage Opportunity (O) and the Experience (E) of Veterans for the Support (S) and benefit of the Exchange mission.

The ribbon represents recognition for Veterans and their families.

“The ribbon represents a token of recognition for Veterans themselves and their families for the sacrifice they make to the nation,” Jirtle said.

Jirtle said the logo is a callback to an Exchange symbol used in the 1960s.

“The Exchange used a shield in its logo,” he said. “I didn’t realize until I was researching. Someone had mentioned it to me over the phone. I thought a lot of people might recognize it. I thought it was iconic. I put in pinstripes to help modernize since it’s an older symbol.”

Jirtle, along with Fort McCoy Visual Merchandiser Meredith Loihle, was also declared the winner of the Nation’s Network logo contest.

Jirtle encourages others to participate in other contests.

“If you think you can do it, then take the chance and do it,” Jirtle said.