It had been requested by the Deputy Director of Personnel and Administrative Services, Office of the Secretary of Defense (OSD) in October 1990, that The Institute of Heraldry submit designs for a service medal for Southwest Asia. The proposed designs were sent to OSD on 20 Oct 1990 and the design of Miss Nadine Russell was selected. The Southwest Asia Service Medal was established by Executive Order 12754 signed by President George Bush on 12 March 1991.
Bronze stars are worn on the ribbon to specify campaign contribution by a service member. The following campaigns have been designated:
- "DEFENSE OF SAUDI ARABIA" for the period 2 August 1990 through 16 January 1991
- "LIBERATION AND DEFENSE OF KUWAIT" for the period 17 January 1991 through 11 April 1991
- "SOUTHWEST ASIA CEASE- FIRE" for the period 12 April 1991 through 30 November 1995
The criteria for the Southwest Asia Service Medal was propagated by Change No. 1 to DOD 1348-33-M, dated 14 June 1991 which established the two campaigns for Southwest Asia. The Joint Chiefs of Staff approved an ending date for the second campaign and established the third campaign per a memorandum, dated 3 December 1991 from the Director, Joint Staff on the subject, "Termination Date for the Second Campaign and Establishment of a Third Campaign for the Southwest Asia Service Medal."
