ROI of a Visual Identity System at USGS Leslie McElroy U.S. Geological Survey CENDI Workshop November 2, 2006

1. ROI of a Visual Identity System at USGS Leslie McElroy U.S. Geological Survey CENDI Workshop November 2, 2006

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

3. U.S. Geological Survey Our name appears on: • Web sites • Reports • Maps • Videos • CDs/DVDs • News releases • Exhibits • Buildings • Flags • Vehicles • Equipment • Clothing • Badges • Office supplies

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 • 11th 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”

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

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.

7. In 1996… Visibility = Support • Too many identities is no identity at all • “One Bureau, One Mission, One Message” • One Look and Feel

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

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!”

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.”

11. Before VIS

12. After VIS

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”