General Information and a Collection of Templates for USGS Slide Presentations

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
  effortslated 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 didnt know you did that too!
• We didnt 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 didnt 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 agencyappeared to be standalone
  entities
• The news media often mangled our agency name,
  didnt 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