Subject: Visual Identity
Purposes: Establishes policy for the Bureau of Reclamation’s (Reclamation) Visual Identity, which provides for a single visual framework for all Reclamation communication products, including printed and electronic.
Authority: Commissioner’s Memorandums dated July 28, 2003, and June 3, 2004.
Contact: External and Intergovernmental Affairs, W-1500
Public Affairs Office, W-1540
1. Introduction. This policy describes a common visual identity to be applied to all Reclamation printed and electronic products that are used as official materials identifying Reclamation or its employees.
2. Scope. This Policy applies to all materials used internally or externally by a Reclamation office, prepared by Reclamation, for Reclamation by a contractor, used by a contractor representing Reclamation, or prepared/used jointly with other agencies or partners, except Reclamation’s Job Corps Centers. All items in the following areas, which are defined more fully in individual Directives and Standards on each topic, are included (except those utilized by Reclamation’s Job Corps Centers):
A. Audiovisual, Multimedia, Photography, and Equipment
B. Corporate Materials
C. Exhibits, Displays and Poster Session Posters
D. Publications Printing
E. Signage for Buildings, Outdoor Public Use Areas, and Vehicles
F. Uniforms and Official Clothing
G. Visitor Centers
H. Web Management
A. Deputy Commissioner (External and Intergovernmental Affairs). Reclamation’s Deputy Commissioner (External and Intergovernmental Affairs), W-1500, has primary responsibility for Reclamation’s Visual Identity, including approval of requirements.
B. Managers and Supervisors. All managers and supervisors are responsible for ensuring that any products/materials developed by their office to officially represent Reclamation follow the criteria outlined in this Policy and in the associated Directives and Standards and Visual Identity Online Manual.
C. All Employees. All employees are responsible for following the criteria contained in this Policy and in the associated Directives and Standards and Visual Identity Online Manual when developing any materials that will be used to officially represent Reclamation and are responsible for bringing any issues regarding implementation of this Policy to the attention of Public Affairs Officers and /or staff.
D. Public Affairs Officers and Staff. Public Affairs Officers and staff are responsible for providing assistance and bringing any issues regarding implementation of this Policy to the attention of appropriate management officials.
A. Audiovisual, Multimedia, Photography, and Equipment. Audiovisual, multimedia, photography, and equipment includes all multimedia, audio and video products, slide shows, and still film or digital photography, and all related special packaging, produced within Reclamation, or cooperatively or through contract with a private or public entity.
B. Corporate Materials. Corporate materials include all products and/or materials used either internally or externally that create an impression of Reclamation. This category encompasses such items as business cards; fax cover sheets; fact sheets; presentation folders; special event and conference materials; lapel pins; award certificates and plaques; printed communications to the news media and public; and miscellaneous stationery and promotional items such as paperweights, water bottles, coffee cups, mugs, pens, tote bags, or other items that contain a visual representation of Reclamation .
C. Exhibits, Displays and Poster Session Posters. Exhibits, displays and poster session postersinclude any exhibits, displays and/or poster sessions regardless of funding source, that visually represent Reclamation at public or in professional settings such as conferences, events, functions, etc.
D. Publications Printing. Publications printingincludes all technical, non-technical and administrative Reclamation documents produced for internal or external use by either a Reclamation office or by a contractor. These include items such as manuals, reports, training materials, books, booklets, annual reports, maps, posters, telephone directories, construction specifications, warehouse catalogs, newsletters, brochures, pamphlets, directories and other such documents produced for internal use, and/or public information for the efficient management of Reclamation offices.
E. Signage for Buildings, Outdoor Public Use Areas, and Vehicles. Signage for buildings, outdoor public use areas, and vehiclesincludes all signs located on Reclamation lands, facilities and other structures; or used to identify motorized vehicles and equipment owned or leased by Reclamation. This includes external and internal signage on lands and structures such as campgrounds, day use areas, trails, boat ramps, canals, powerplants, dams, construction sites, office buildings, etc.; and on motorized vehicles and equipment such as automobiles, water craft, aircraft, forklifts, trucks, graders, bulldozers, backhoes, etc.
F. Uniforms and Official Clothing. Uniforms and official clothinginclude any wearing apparel that officially identifies an individual as an employee or official representative of Reclamation. This includes official uniforms, polo shirts, hats, T-shirts, vests, jackets, clothing items given as awards, etc
G. Visitor Centers. Visitor Centers include any public educational facility that is owned, operated, or participated in by Reclamation. This includes exhibits, employee uniforms, brochures, publications, signage, and any other item that is used in a visitor center that would fall under the visual identity guidelines.
H. Visual Identity. Visual identity is a visual framework that clearly represents Reclamation to its employees, customers, and the public in a wide variety of products through style, colors, insignia, layout, seal and logo usage, etc.
I. Web Management. Web managementincludes all internet web sites administered by Reclamation and residing on Reclamation’s servers, and those internal intranet sites at the corporate level under “intra.usbr.gov.”
A. Visual Identity Criteria. All individuals are expected to strictly follow the criteria outlined in the individual Directives and Standards on the above topics, as well as the specifications contained in the Visual Identity Online Manual (http://www.usbr.gov/recman or http://intra.usbr.gov/vip), when developing any products or materials that will be used to officially represent Reclamation.
B. New Products and Materials. Any products and materials that will be used to officially represent Reclamation for which criteria have not been specifically addressed in this policy and associated Directives and Standards must be brought to the attention of the Visual Identity Team (reference the Visual Identity Online Manual) or Public Affairs staff so that criteria can be developed.
C. Exceptions. Any exceptions to the criteria outlined in this Policy, the individual Directives and Standards on the above topics, or the Visual Identity Online Manual must be forwarded through your servicing Public Affairs Officer to Reclamation’s Public Affairs Office, W-1540, for final approval. Approval on requested exceptions must be received prior to expending any funds or making any arrangements for products or materials that are different than those described.