# Presentation: 525459

## ROI of a Visual Identity System at USGS

**Leslie McElroy**
**U.S. Geological Survey**
- CENDI Workshop
- November 2, 2006

## 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**

**Notes:**
Talk through topics and request that questions be held until the end.
Note:  By now hopefully you’ve all had a chance to see the products on the table in the hall.....

## 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**

**Notes:**
Talk through topics and request that questions be held until the end.
Note:  By now hopefully you’ve all had a chance to see the products on the table in the hall.....

## 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”***

**Notes:**
Talk through topics and request that questions be held until the end.
Note:  By now hopefully you’ve all had a chance to see the products on the table in the hall.....

## 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**

**Notes:**
Talk through topics and request that questions be held until the end.
Note:  By now hopefully you’ve all had a chance to see the products on the table in the hall.....

## 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.**

**Notes:**
Talk through topics and request that questions be held until the end.
Note:  By now hopefully you’ve all had a chance to see the products on the table in the hall.....

## In 1996...

**  ****Visibility = Support**
**  ****Too many identities is no identity at all**
**  “****One Bureau, One Mission, One Message”**
**  ****One Look and Feel**

**Notes:**
Talk through topics and request that questions be held until the end.
Note:  By now hopefully you’ve all had a chance to see the products on the table in the hall.....

## 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**

**Notes:**
Talk through topics and request that questions be held until the end.
Note:  By now hopefully you’ve all had a chance to see the products on the table in the hall.....

## 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!” ***

**Notes:**
Talk through topics and request that questions be held until the end.
Note:  By now hopefully you’ve all had a chance to see the products on the table in the hall.....

## 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.”***
**	**

**Notes:**
Talk through topics and request that questions be held until the end.
Note:  By now hopefully you’ve all had a chance to see the products on the table in the hall.....

## Before VIS

**Before VIS**

## After VIS

**After VIS**

## 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”**

**Notes:**
Talk through topics and request that questions be held until the end.
Note:  By now hopefully you’ve all had a chance to see the products on the table in the hall.....