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U.S. Department of the Interior U.S. Geological Survey ROI of a Visual Identity System at USGS Leslie McElroy U.S. Geological Survey CENDI Workshop November 2, 2006
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2 U.S. Geological Survey About us Chartered in 1879 Scientific research arm of the Department of the Interior 10,000 employees 400 offices across the Nation $1 billion annual budget
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3 U.S. Geological Survey Buildings Flags Vehicles Equipment Clothing Badges Office supplies Our name appears on: Web sites Reports Maps Videos CDs/DVDs News releases Exhibits
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4 In 1995… “Best-kept secret in the Federal Government” Caught up in the Contract for America effort—slated for abolishment Massive awareness-building effort on Capitol Hill 11 th hour reprieve, but message was loud and clear Known for our topographic maps, but… “We didn’t know you did that too!” “We didn’t know they were part of USGS”
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5 In 1996… USGS Mission expanded Parts of the abolished Bureau of Mines folded in Addition of the abolished National Biological Service Each brought their own look and feel New staff didn’t see themselves represented in our official seal
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6 In 1996… Additional drivers Every discipline, office, team, even individual projects created a logo and a distinguishing look and feel for their products Public sometimes unsure if products were USGS works Parts of the organization hid their association with the agency— appeared to be standalone entities The news media often mangled our agency name, didn’t show it, or failed to mention it at all.
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7 In 1996… Visibility = Support Too many identities is no identity at all “One Bureau, One Mission, One Message” One Look and Feel
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8 In 1997… Established a bureau Visual Identity System Input from customers and employees Considered changing agency name “Elevated” the official seal Created and trademarked an identifier: mark, monogram, motto Color and typography Design style Digital templates for all products Downloadable file library Policy
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9 1997-1999 Rolled out the new Visual Identity System Employees: Resistance, even defiance Employee communications campaign Manual Intranet site Training Help Desk Lapel pin Partners, Customers, and the Public: Extremely positive feedback “More professional.” “Easy to spot.” “Makes me want to read it!”
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10 2006 10 years of the USGS Visual Identity System Employees: Tipping point occurred about 8 years after implementation High demand for templates, digital files, and especially clothing Pride in being part of the “brand” Partners, Customers, and the Public: “Much easier to recognize USGS products and people.”
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11 Before VIS
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12 After VIS
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13 2006 Return on Investment (ROI) Internally Reduced design costs by approximately $1 million/year Fostered a sense of community among employees Externally Increased awareness of breadth of USGS programs Increased recognition of other USGS products Easier to introduce new products Consistent identification in news media Serves as a “seal of authenticity”
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