Iraq war to be rebranded 'Operation New Dawn': memo

WASHINGTON: President Barack Obama’s administration plans to rebrand its military operation in Iraq “Operation New Dawn,” beginning September 1, a Pentagon memorandum shows.

The memo, signed by US Defense Secretary Robert Gates, shows the Pentagon approving a request to switch the name of the US military effort in Iraq from its current designation — “Operation Iraqi Freedom.”

“The request... is approved to take effect 1 September 2010, coinciding with the change of mission for US forces in Iraq.

“Aligning the name change with the change of mission sends a strong signal that Operation Iraqi Freedom has ended and our forces are operating under a new mission,” Gates wrote in the memo, first reported by ABC News.

The document, which is addressed to General David Petraeus, the head of US Central Command, adds the rebranding “presents opportunities to synchronize strategic communication initiatives... and recognize our evolving relationship with the government of Iraq.”