FLORIDA, USA – DECEMBER 18: A view of SpaceX and U.S. Space Force compound at Cape Canaveral Space Force Station in Florida, United States on December 18, 2021. (Photo by Yasin Ozturk/Anadolu Agency via Getty Images)
Anadolu Agency via Getty Images
It has been nearly six years since the United States Space Force was established, when President Donald Trump signed the National Defense Authorization Act for fiscal year 2020 into law. The sixth and newest branch of the U.S. Armed Forces was also the first created in 73 years, since the United States Air Force was established in 1947.
Yet, the vast majority of Americans likely have never heard of the Space Force, or simply believe it is the 2020 Netflix original series Space Force rather than the actual service. Part of it is the relatively small size of the U.S. Space Force, which, as of the end of last year, consisted of just 15,000 military and civilian personnel. By comparison, the United States Marine Corps – previously the smallest branch of the U.S. military – has at least 17,000 active-duty personnel and another 33,000 in the reserves.
Fewer Than 10% Know About The Space Force
According to a report from Air & Space Forces magazine last year,
fewer than 8% of the American public are aware that a real Space Force exists, and even among those who do, they are aren’t entirely sure what it does.
“If you look at that data, less than 8 percent [of the public] even know we exist, and a smaller subset of the national population can describe what we do,” Katharine Kelley, deputy chief of Space Operations for Human Capital, said during a conference in December 2024 hosted by the Center for Strategic and International Studies.
As for its role, the U.S. Space Force is the branch of the military that oversees all things “space-related.” It organizes, trains, and equips personnel to protect U.S. and allied interests in space and to provide space-based capabilities.
“The Guardians of the USSF have been called to protect and defend American interests and to ensure our forces, our allies, and the world never experience a day without space. They serve across the globe, working 24/7 to design, acquire, field, test, operate, and defend the critical space systems the nation, and the world, rely upon,” the Space Force explained on its website.
The Colorado Springs-based Space Force Association is working to help ensure that people learn about this newest branch of the U.S. military. Retired Col. Bill Woolf, the association’s CEO, now regularly engages with students, lawmakers and others around the country to bring awareness about the Space Force.
The organization has also launched the Space Professional Society, a program for college students that offers developmental opportunities, including workshops and scholarships. It is also offering new programs for even younger students to build renewed interest in space.
The Public Awareness Challenge Remains
Even as the Space Force Association continues its grassroots efforts, it may take some time for awareness to reach the broader public.
“The Space Force Association has the chance to reframe the story — from a branch misunderstood to one that represents the next generation of innovation and protection,” said Angeli Gianchandani, professional brand strategist and adjunct instructor of marketing and communications at New York University. “It should connect the mission to daily life, showing how the same technology that guides satellites powers communication, navigation, and security on Earth. People connect to stories that feel human, not distant. When the story is told well, it inspires a nation to see its future beyond the horizon.”
The lack of awareness could also be a branding issue.
“The Space Force was launched with vision but without narrative. Most Americans still do not understand what it does or why it matters, and that gap has allowed perception to drift. The Navy is recognized for its integral role in our national story of exploration, protection, and pride. Space Force has yet to build that kind of emotional and cultural connection,” Gianchandani explained in an email.
Even as the Space Force’s mission statement identifies what the service does, it remains largely unclear what the job of individual Guardians actually is. The Department of Defense has done an excellent job of making it clear what roles the modern warfighter serves in, but this is still less so with the Space Force.
“Every branch of the military connects its mission to human impact, sailors protect trade routes, pilots defend airspace, and soldiers secure borders,” Gianchandani noted. “The Space Force needs that same translation. When people understand how it safeguards communication, navigation, and security, awareness becomes purpose.”
Gianchandani added that the Space Force’s early image problem was never about its mission, and instead was primarily about its message.
“Space Force launched without clear communication or a visual identity that explained why it exists and what value it brings. Awareness requires more than visibility; it requires a narrative, a voice, and a logo that people remember for the right reasons,” Gianchandani continued.
The Early Press Wasn’t Good
Out of the gate, the United States Space Force had to endure the satirical Netflix show, which made it seem like a joke. However, even beyond the TV series, the military branch was soon plagued by a wave of unfair mockery, which began when it introduced its official seal, an update of the United States Air Force Space Command seal.
It featured a “delta symbol” over a globe with longitude and latitude grid lines and stars in the background. Yet, detractors online quickly noted that the United States Space Force seal also closely resembled the fictional Starfleet Command seal from the Star Trek TV series and movies.
The irony was that the fictional Starfleet logo was likely based on the symbol used for the early U.S. Army Air Forces, which used the delta symbol, as well as early Air Force space organization emblems dating back to 1961. The NASA “meatball” insignia also features a red delta symbol and stars and was approved by President Dwight D. Eisenhower in 1959, with slight modifications made by President John F. Kennedy in 1961.
A similar controversy arose when the Space Force’s service uniforms were introduced in 2021. They were compared to the costumes from the Flash Gordon series of the 1930s, and even to the Imperial uniforms from Star Wars. However, the short navy blue jacket with a large flap over the right breast and a diagonal line of six silver buttons was likely inspired by past military uniforms, including a tanker jacket designed by General George S. Patton.
“When your uniform becomes a meme, you have a perception problem, but also an opportunity,” suggested Gianchandani. “Space defined a generation under President Kennedy and positioned America as a leader in innovation and imagination. Everything communicates, and a uniform is not just attire; it is the packaging of purpose. Ralph Lauren owns this vision for Team USA, designing Olympic uniforms that symbolize confidence, pride, and the pursuit of excellence. Each detail tells a story about who we are and what we represent. The Space Force has that same opportunity, which is to create a visual identity that conveys confidence, unity, and the aspiration to reach the stars.”