When the Army & Air Force Exchange Service unveiled its new brand on Sept. 17, 2010, it ushered in a new era for exchange shoppers. The upgrade is happening everywhere the exchange has a presence, including shoppers' mailboxes and computers as the website changes to www.shopmyexchange.com and advertisements, tabloids and catalogs display a brand new 'X' logo. "The 'X' simplifies the many terms Army and Air Force Exchanges have been known as throughout the years," said Chief Master Sgt. Jeffry Helm, the Army & Air Force Exchange Service's senior enlisted advisor. "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." "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," he said. "Regardless of the appearance, the benefit remains the same." (Courtesy of the Army & Air Force Exchange Service Public Affairs)