Published on March 10, 2014
Experiences And Lessons That Might Be Helpful In Your Effort Naval History and Heritage Command (NHHC) Communication and Outreach Division February 2014 So You Want a New Logo!
New NHHC Logo Points of Discussion • Why a new logo? • Who should be included? • What steps along the path? • Final design • Sequencing the final logo roll out • How’d it go? • What we’d do different
Why a new logo? • Practical application across all mediums • Organizational focus • Engagement with key publics • Building momentum for mission
Who should be included? • Leadership • Organization’s staff • Mission stakeholders • Target publics • Time required depending on path taken Celebrate opportunity, but manage expectations
What steps along the path? • Define approach, socialize, then implement • Sequence: – Advertise contest, rules, and outcomes – Broadcast on channels to targeted audiences • Develop means to capture, compile, share • Stylize – professionally* • Prepare support branding guides & materials • Maintain control for command release *Government Printing Office
What steps along the path?
Final Design 7 USS Constitution – Embodies dedication to preserving and protecting our maritime nation's history. Quill pen – A reminder that the practice of documenting and understanding our history should lead any course our Navy sails. Compass roses – Represent NHHC’s ability to at once interpret the Navy's past and provide direction to its future. Rope border – Reflects how our Navy's actions and decisions today will be judged alongside those past. Style – Shape and colors are evocative of Navy heritage and traditions.
Sequencing the final logo roll out • POA&M • Organizational leadership • Staff members who participated • Internal blast from Leader to entire enterprise • External leadership • Stakeholders who use logo (replacements) • Sweeping public, web and social push – Select to drive, monitor and respond as necessary
How’d it go?
What’d we do different? • Don’t swap logos too soon if you can help it • Discern print and web versions (precision matters) • NHHC webpage architecture made comprehensive change impossible • Secure signage change commitment, $$$ and timing in advance to extent practicable
Resources • NHHC Publishing Office: (202) 433-7880 • Creative & Digital Media Services (GPO) – (202) 512-2012 – http://www.creativeservices.gpo.gov/ • Navy graphics gallery: http://www.navy.mil/view_ggphotos.asp • The Institute of Heraldry: http://www.tioh.hqda.pentagon.mil/default.aspx
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