US Forest Service Visual Standards Guide
Book 3: Visual Standards Guide
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US Forest Service
Visual Standards Guide
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Table of Contents 3
At Our Core
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Our Original Logo
The New US Forest Service
Our New Logo
Logo Anatomy
Clear Space
Color Variations
Logo Variations and Size Chart
Logo Don’ts
Brand Standards
Our New Identity
Color Palette
Font Standards
Our New Expansions
Brand Development
Future Expansions
Sources
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US Forest Service
Visual Standards Guide // At Our Core
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U.S. Forest Service At Our Core The US Forest Service (USFS) manages
climate, combating invasive species and
and preserves 193 million acres of public
diseases, and managing the supply of
forest and grasslands across the United
forest products to our nation. These
States of America, while also assisting
efforts extend beyond what one may
the nation’s 11 million private forest
initially think of as a “forest”. The USFS
owners with technical, educational, and
studies, manages, promotes, and
financial assistance. With a concern for
improves national forests, urban forests,
both the present and future state of our
minerals and geology, plants, rangelands
country’s natural resources - especially
(from wetlands to desert ecosystems),
water, air, and soil - USFS efforts are
recreation and stewardship, land resto-
concentrated on utilizing science and
ration, water resources, wildlife and fish,
technology to focus on the improvement
and more.
of natural resources, sustainability and
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US Forest Service
A History of Our Original Logo
The USFS logo was designed out of necessity. In 1905 Gifford Pinchot, the agency’s chief forester, saw a need for the agency employees to have a badge of authority that was unique to the service.
Frank Harmon recounted the birth of the USFS logo in his article What Should Foresters Wear?:
In the spring of 1905, the two men were
bottom of the shield, leaving a space
together in Allen's office or, perhaps, at a
between them. Hodge, looking on, was
railroad depot in Missoula, Montana. Allen,
inspired to sketch a fir tree on a sheet
who was attracted by the type of shield
of "roll-your-own" cigarette paper he
used by the Union Pacific Railroad, began
took from his pocket. He then laid this
tracing an outline of the shield (from a
between the U and S. The two men
Union Pacific timetable) on a sheet of
then quickly wrote "FOREST SERVICE"
paper. He inserted the large letters U
across the top and "DEPARTMENT OF
and S halfway from the top to the
AGRICULTURE" across the bottom.
Visual Standards Guide // At Our Core
1905 - 2021 Since its inception, the US Forest Service logo has not changed outside of size and color standards.
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US Forest Service
The new us forest service
Visual Standards Guide
Mission
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To create a healthy and sustainable future, with a focus on natural resources, for our country as a whole. The goal for this rebranding is to deliver a stronger presence of the US Forest Service into urban areas to combat the negative impact that highly populated areas have on the nation’s natural resources.
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US Forest Service
Introducing: The new Usfs logo
The new USFS logo pays homage to the original design, with a nod to the well recognized fir tree. The Forest Service is devoted to the future of our country’s natural resources and as a result, our citizen’s wellbeing for generations to come. In the new USFS logo the conventional shield design remains, with a more symmetrical and structured tree symbol.
Visual Standards Guide // Our New Logo
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US Forest Service
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Logo Anatomy
Accurate construction of our logo is vital for consistent recognition across all USFS mediums. Our new logo was built on a grid with a value of X for standard measurement — X is the width of the tree trunk — and with a structure of angles and concentric circles to construct the shield.
Visual Standards Guide // Our New Logo
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X
2X
0.5X
0.5X
X
Shield
X
Wordmark
US Forest Service
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Clear Space
To ensure clear legibility and easy identification of our brand, we have established clear space parameters to be put in to place when either variation of our logo is utilized.
1X
1X
1X 1.5X
Symbol Only
1.5X
Visual Standards Guide // Our New Logo
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1X
1X 2X
Horizontal Signature
2X
2X
US Forest Service
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Color Variations
The logo, in either of its variations, can be utilized in a variety of colors. When utilizing either logo, and applying color to it, the following colors and color combinations are acceptable — no exceptions can be made. These colors were selected for their boldness, emotional appeal, and link to colors that are often seen within our national forests.
Visual Standards Guide // Our New Logo
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US Forest Service
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Logo Variations and Size Chart
The new logo has two variations for application; a horizontal signature and a symbol only. The symbol only is for smaller applications, while use of both the symbol only and horizontal signature at larger sizes will be determined based on identification need. This chart shows the sizes that are acceptable to use across different printed materials and media platforms.
Symbol Only
Horizontal Signature
Visual Standards Guide // Our New Logo
Symbol
1.5 Inch
1 Inch
.5 Inch .25 Inch Logo use is to be no smaller than .25 inch.
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Horizontal Signature
US Forest Service
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Logo Don’ts
While our brand logo has multiple variations in both color and mark, the acceptable uses have been listed. Scale, color, and layout adjustments are not allowable. These standards are set to ensure consistent brand recognition.
Do not add shapes to the logo
Do not use the wordmark without the symbol.
Do not stretch the logo
Do not adjust the size or placement of the wordmark
Visual Standards Guide // Our New Logo
Do not crop the logo
Do not rotate the logo
Do not fill in the tree shape
Do not use non-logo colors
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US Forest Service
Visual Standards Guide // Brand Standards
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Brand Standards The New Brand Identity The US Forest Service (USFS) manages and preserves 193 million acres of public forest and grasslands across the United States of America, while also assisting the nation’s 11 million private forest owners with technical, educational, and financial assistance. With a concern for both the present and future state of our country’s natural resources - especially water, air, and soil - USFS efforts are concentrated on utilizing science and technology to focus efforts on the improvement of natural resources, sustainability and climate, combating invasive species and diseases, and managing the supply of forest products to our nation. These efforts extend beyond what one may initially think of as a “forest”. The USFS studies, manages, promotes, and improves national forests, urban forests, minerals and geology, plants, rangelands (from wetlands to desert ecosystems), recreation and stewardship, land restoration, water resources, wildlife and fish, and more.
US Forest Service
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Color Palette
We have refined our color palette from what it used to be. We found that the bold yellow and green of the US Forest Service was easily recognizable and elicited positive emoiton from outdoor recreationists. But we found the strongly contrasting colors were not as visually appealing as they could be. So we went out and pulled softer tones that are commonly found in our nation’s forests. We have also included shades of blue as they are not only calming but also represent the element that is least often associated with the Forest Service: water. Our goal is to create an immediate mental association with air, land, and water when one sees or discusses the US Forest Service. In order to ensure such an outcome, our colors now easily connect to such elements - yellow for the sun, sky, and grasslands; green for the trees, moss, and grasslands; blue for the sky and water.
Visual Standards Guide // Brand Standards
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PMS 7508 C
PMS 7763 C
PMS 452 C
PMS 7477 C
PMS 538 C
RGB 238, 191, 119
RGB 78, 86, 45
RGB 139, 145, 101
RGB 40, 76, 92
RGB 194, 210, 210
CMYK 63, 46, 91, 38
CMYK 63, 46, 91, 38
CMYK 47, 32, 69, 7
CMYK 87, 61, 47, 31
CMYK 23, 9, 15, 0
US Forest Service
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Font Standards
The USFS did not have established type standards, to the extend to estalished typefaces. The overall goal of the following selected typefaces is to communicate clean strong messages across multiple deliverable formats. When applying the headings font, Gin, the standard weight is regular. This font is to be used for signs, print titles, section headings, and website headings. The subheadings font, Atten New, is to be used in bold, or medium italic weights. The bold weight is standard for subheadings, while the medium italic weight will be standard for pull quotes. The body copy font, Atten New as well, is to be used for all body copy in the book weight.
Aa Atten New
Visual Standards Guide // Brand Standards
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Headings: Gin
abcdefghijklmnopqrstuvwxyz Subheadings: Atten New Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Body Copy: Atten New Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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US Forest Service
Visual Standards Guide
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US Forest Service
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Our New Expansions Our brand is expanding beyond forest management and diving deeper into community education, urban forestation, and partnership with corporations and product manufacturers. We are committed to ensuring our forests and the natural resources they house are as protected as possible. We are entering into a driven form of futureproofing our planet.
Areas of Expansion
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Education
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Environment
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Product
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Service
•
Experience
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Co-Branding
Visual Standards Guide // Our New Expansions
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US Forest Service
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Brand Development
Community
ED 3
ED 4
CB 3
EV 1 CB 1
PR 2
PR 1 ED 2
SV 1
EX 1 PR 3
EX 2 SV 3
Ed 1
EN 1 EX 3 SV 2 CB 2
Resourceful
Thrive
Visual Standards Guide // Brand Development
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Education
Service
Ed 1
Compost At Home
SV 1
Footprint Analysis
ED 2
Outdoor Classrooms
SV 2
The Future of Logging
ED 3
USFS Survival Class
SV 3
Clean Water For All
ED 4
Organic For All
Environment EN 1
Climate Action Systems
Experience EX 1
City Forest Project
EX 2
Cities Gone Organic
EX 3
The Modern Homestead
Product
Co‑Branding
PR 1
Resource Testing Kits
CB 1
Clothes With A Purpose
PR 2
Green Roofing Systems
CB 2
A Flameless Forest
PR 3
Greenhouse Kits
CB 3
Forest Runs
Event EV 1
Virtual Forest Tours
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US Forest Service
Future Expansions
Clothes With A Purpose
A Flameless Forest
Co‑Branding — CB 1
Co‑Branding — CB 2
We are partnering with The North Face to produce items that
Our brand will partner with NEMO Equipment to develop
utilize recycled materials in order to decrease the amount of
back country camping and survival products that allow the
waste that currently negatively impacts our natural resources.
user to stay warm in extreme conditions without requiring an open flame.
Mission-focus Clothes With A Purpose underscores our commitment to create a healthy
Mission-focus
and sustainable future, with a focus on natural resources, for our country
Flameless Survival Tools underscores our commitment to
as a whole by helping our partner brands to reduce their impact on the environment that comes from sourcing and manufacturing new materials for all of their products.
create a healthy and sustainable future, with a focus on natural resources, for our country as a whole by helping our partner brand to offer products that reduce the risk of forest fires.
Similarities
Similarities
Wolven // Patagonia
Barocook // Hydroheat
Differentiator
Differentiator
The primary source of recycled materials that go into the
Our products expand beyond a flameless cooking system, they
making of our clothing lines is from recycling collected
are designed to provide heat required for all forms of survival
from our forest recycling bins stationed all throughout
from food to camp heat.
our forest trails.
Visual Standards Guide // Future Expansions
Forest Runs
Climate Action Systems
Co‑Branding — CB 3
Environment — EN 1
We will partner with Oculus and Nordic Track to develop a
The USFS will introduce and implement rooftop ecosystems
4D immersive simulator that will allow users to feel as though
across cities, partnering with large corporations to help
they are running or hiking in our nation’s forests, they will be
them address the issue of climate change and their impact
guided through the forests and during their experience they
on carbon emissions.
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will be able to select what information they would like to learn about our natural resources, the importance of the forests, survival techniques, history, and more. Mission-focus Mission-focus Forest Runs underscores our commitment to create a healthy and sustainable future, with a focus on natural resources, for our country as a whole by offering users the ability to enjoy our forests daily, no matter where they are located. This
Climate Action Systems underscores our commitment to create a healthy and sustainable future, with a focus on natural resources, for our country as a whole by helping large corporations to counteract the negative impact their company has on emissions and the climate.
enjoyment is vital, and the lessons paired with our programs will ensure an understanding of the purpose both the forests and the Forest Service serves. Similarities Forestry England // Peloton
Differentiator
Similarities Ecogardens // California Green Roof Project
Differentiator While there are landscaping companies that offer a rooftop garden installation, the USFS has the resources, science, and
Our product is a fully immersive experience, expanding
funding to ensure our Climate Action Systems go beyond a
beyond running along with a screen. Within the simulator,
garden. The systems will be the most efficient and effective
the user is standing inside a virtual reality experience. During
ecosystems possible for the environment, elevation, and
a run or hike, users have the opportunity to learn more about
pollutants they are exposed to.
the forest and sustainability than any other experience.
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US Forest Service
Future Expansions
Compost At Home
Outdoor Classroom
Education — ED 1
Education — ED 2
The brand will educate homeowners and communities on ways
The brand will partner with grade schools and offer an immer-
they can repurpose their garbage and waste for composting
sive experience for students to learn about natural resources
purposes. Further encouraging the implementation of community
and what a healthy ecosystem looks like. The program will
gardens and greenhouses.
teach students the importance of taking care of nature for the future of the planet. The Outdoor Classroom will be an installation at all schools participating where the students will take part in planting and growing the flora within the
Mission-focus
greenhouse installation.
Compost At Home reinforces our mission of creating a healthy and sustainable future, with a focus on natural resources, for our country as a whole by reducing the pollution and contamination of natural resources that comes from garbage. This
Mission-focus
extension repurposes natural garbage and creates healthy and
The Outdoor Classroom reinforces our mission of creating
thriving gardens for all who compost properly.
a healthy and sustainable future, with a focus on natural resources, for our country as a whole by giving younger gener-
Similarities
ations the opportunity to learn about natural resources over
Eartheasy // Scraps Mile High
This understanding will help ensure future generations better
time with a sort of physical and emotional form of participation. understand nature.
Differentiator Many of the resources currently available to individuals are web=based with links to products that one could order on their own. Compost At Home is an in-person educational program that gives community members opportunities to ask
Similarities United States Botanic Garden // Greenhouse Emporium
questions, get hands-on experience, and learn what products
Differentiator
work for them before committing to an online purchase.
Our program does not just implement greenhouses at schools, we stay involved, visiting often to aid in teaching and maintaining the classroom.
Visual Standards Guide // Future Expansions
USFS Survival Class
Organic For All
Education — ED 3
Education — ED 4
Lack of knowledge is the most dangerous thing for someone
As we pursue our effort continue to educate all about the
to enter the forest with for extended periods of time. Our
importance of the impact that our national forests have on
forests offer excellent back country camping and exploration
our well-being, we are putting an emphasis on composting
opportunities, but setting out for these adventures unprepared
and organic gardening. As an extension of this focus, we will
can be potentially lethal to more than just the explorer. Our
partner with community centers to host organic cooking
survival classes will take individuals into the forest and give
courses in which the dishes utilize only ingredients sourced
them hands on experience in survival techniques. They will
from local community gardens.
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learn how to identify danger potential, how to live off the land in an ethical way, how to properly build a camp and how to identify forest fire potential. Mission-focus
Mission-focus
The USFS Survival Class reinforces our mission of creating
Organic For All reinforces our mission of creating a healthy and
a healthy and sustainable future, with a focus on natural
sustainable future, with a focus on natural resources, for our
resources, for our country as a whole by ensuring outdoor
country as a whole by educating communities on the impor-
enthusiasts have the knowledge and materials necessary to
tance and positive impact that growing our own produce has
ethically survive in the wilderness and not negatively impact
on the environment.
wildlife and flora habitats. This will help to decrease the amount of man-made forest fires the country has endured.
Similarities
Similarities
The Survival University // REI
Organic Cookery School // Positive Community Kitchen
Differentiator
Differentiator
Our program is focused on sustainable survival within our
Our classes are a result and extension of prosperous community
national forests, teaching individuals how to survive in the
gardens. Educating and reinforcing the positive impact our
forest as though they were never there. All attendees are also
community members can have on our natural resources no
given the USFS Flameless Forest survival tools to ensure their
matter how far they may live from any of our national forests.
adventures are as safe for the forest as possible.
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US Forest Service
Future Expansions
Virtual Forest Tours
City Forest Project
Event — EV 1
Experience — EX 1
The US Forest Service is responsible for millions of acres
The brand will host forestation projects in both urban and
of land, much of which is not easily accessible or commonly
already forested areas. The USFS will enter urban communities
visited. To make citizens aware of how vast our forests are,
where abandoned areas can be repurposed for forestation.
the USFS will host a national event that visits a list of cities
Community members can come together and plant trees on
for small stints of time. This event will be an immersive
public and purchased land areas that currently don't serve
4D experience where visitors will get to see and virtually
a purpose.
experience the densest and most exciting parts of our national forests.
Mission-focus
Mission-focus
The City Forest Project reinforces our mission of creating
Virtual Forest Tours underscores our commitment to create a healthy and sustainable future, with a focus on natural resources, for our country as a whole by helping exposing our citizens to the exciting world that lies within our national forests. These tours also provide an educational opportunity for
a healthy and sustainable future, with a focus on natural resources, for our country as a whole by reducing the pollution and contamination of natural resources that comes with more populous areas through the repurposing of abandoned spaces.
visitors that informs them of exactly how vital the resources that come from our forests are to our health and well-being.
Similarities One Tree Planted // Arbor Day Foundation
Similarities Nature.org // Loveabforests.com
Differentiator The City Forest Project works with communities, purchases
Differentiator Our program is a traveling exhibit meant to fully envelop the visitor, informing individuals of vital information and ways to ensure they do their part to protect the future of our forests.
abandoned and neglected land and maintains the properties with the help of community members.
Visual Standards Guide // Future Expansions
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Cities Gone Organic
The Modern Homestead
Experience — EX 2
Experience — EX 3
Our brand will work with local organizations to build and
Much of our modern lives has a negative impact on our planet,
establish community gardens. These gardens will be regularly
an impact that adds up en masse. This experience is a retreat
cared for by community members, but the USFS will be
for any and all individuals who would like to learn how to live a
hosting regular classes and events to ensure these gardens
conscientious lifestyle in a homesteading fashion. Visitors will
are producing the healthiest of produce and other flora.
learn how to do things such as compost, garden, build, and
Community members will be regularly educated on the best
create a self-reliant environment.
ways to test soil, water, and greenhouse gasses to ensure the surrounding environments are also being positively effected by the success of the program. Mission-focus
Mission-focus The Modern Homestead reinforces our mission of creating a healthy and sustainable future with a focus on natural resources by offering visitors the resources and education to
Cities Gone Organic reinforces our mission of creating a healthy
learn how to live a sustainable lifestyle. Bringing knowledge
and sustainable future, with a focus on natural resources, for
and resources to individuals will help in our goal to protect
our country as a whole by providing communities with well
the future of our natural resources.
established gardens that reinforce the importance of organic produce and other flora. This experience provides members with educational opportunities that ensure an understanding of the effect healthy plants have on the water, soil, and air.
Similarities American Community Gardening Assn // Unity Gardens
Similarities ECM Sustainability Retreat // Homesteaders of America
Differentiator We have multiple locations around the country, each one offering standard sustainability practices and horticulture for the specific regions where the retreats are located.
Differentiator Our program focuses on the ultimate impact on surrounding environments in addition to the understanding of the importance of clean organic eating.
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US Forest Service
Future Expansions
Resource Testing Kits
Green Roofing Systems
Product — PR 1
Product — PR 2
Resource testing kits. The USFS will create personal resource
Homeowners will be able to purchase sod roofing systems
testing kits that will provide the user with the ability to test the
from US Forest Service. These systems are an excellent way
potability of water and the health of soil for at-home gardens.
of reducing a home’s carbon footprint. This product will be available for DIY or professional implementation.
Mission-focus Resource Testing Kits reinforces our mission of creating a healthy and sustainable future with a focus on natural
Mission-focus
resources by offering users the ability to ensure the water
The Green Roofing Systems reinforces our mission of creat-
they are consuming either at home or outdoors is potable
ing a healthy and sustainable future with a focus on natural
and healthy. This also reinforces the importance of healthy
resources by offering homeowners a way to reduce their
water and the negative impact pollutants have on such a
impact on the environment.
vital resource. Similarities
Similarities
My Tap Score // Test Assured
Urbanscape // Liveroof
Differentiator
Differentiator
Our resource testing kits are made to be easily packable and
Our systems are grown from the seeds and plants within
with as few pieces as possible for use at home, in the garden,
our forests, and each roofing system is designed based on
or packing in the backcountry.
the location of each roof utilizing only flora native to the home’s orientation.
Visual Standards Guide // Future Expansions
Greenhouse Kits Product — PR 3 Anyone interested in the benefit of growing their own food, herbs, and plants in a healthy manner that will allow for the best environment year-round will have the ability to do so. The Build-A-Greenhouse product kit provides buyers with all the materials necessary to build a successful greenhouse.
Mission-focus The Build-A-Greenhouse Kit reinforces our mission of creating a healthy and sustainable future with a focus on natural resources by offering individuals with the ability to successfully build their own greenhouses; resulting in healthy natural environments, and a reduction in carbon emissions due to the reduction in the consumption of processed foods. Similarities Growers Solution // Bootstrap Farmer Differentiator Our kits utilize products sourced from our forests and made from recycled materials. They are also customized to each buyer’s environment. Once a greenhouse has been purchased, buyers have access to an exclusive app that offers 24/7 support regarding plant health questions, plant species questions, and co-habitation standards for all plant species. This program helps buyers become more successful homesteaders with a promise of a healthy and thriving natural environment for them, animals, and all surrounding plant species.
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US Forest Service
Future Expansions
Footprint Analysis
The Future of Logging
Service — SV 1
Service — SV 2
The USFS will perform an analysis of the carbon footprint
The future of logging provides logging companies with
and climate impact that homeowners or company owners
industrial size drones that locate and clear downed trees
currently exhibit. This analysis will provide a detailed review
and forest fire devistation from an arial vantage. The USFS
of negative and positive impacts and offer positive alternatives
products currently provides much of the country’s lumber and
to poor results.
paper. Logging is a form of forest management. In an effort to cut down on the negative environmental impact that heavy machinery and logging trucks have, this program eliminates
Mission-focus
the need to travel by land into densely forested areas.
Footprint Analysis reinforces our mission of creating a healthy and sustainable future with a focus on natural resources by offering homeowners the information they need to ensure their home is not negatively impacting the environment, and offering them the information they need to make necessary changes for green living.
Mission-focus The Future of Logging reinforces our mission of creating a healthy and sustainable future with a focus on natural resources by eliminating the negative emmisions impact that heavy machinery has on long jobs. This program also allows for quicker regrowth in areas that have been devas-
Similarities
tated by wildfires.
EPA // Conservation.org // Goodside Carbon Tracker App Similarities Differentiator
Can Drone
Those resources that are similar to our footprint analysis are all digital. Our Footprint Analysis program does have a web feature, but the initial analysis is performed in person to ensure an accurate and detailed report is given to begin a positive and efficient trend of decreasing one’s carbon footprint.
Differentiator Our drone logging service goes beyond forest mapping. Our drones are programmed to remove downed trees from the air.
Visual Standards Guide // Future Expansions
Clean Water For All Service — SV 3 We are bringing clean water to those communities within the country that do not have access to clean water. Many communities in areas like Appalachia do not have access to running water for a multitude of reasons. We are focused on a healthy and sustainable future for our entire country, and to meet that goal, bringing healthy reasources to all communities.
Mission-focus Clean Water For All reinforces our mission of creating a healthy and sustainable future with a focus on natural resources for our country as a whole by bringing water to communities that are currently lacking it. Similarities Appalachia Water Project // US Water Alliance
Differentiator Our service project stretches resources from our forest lakes and inventive water collection systems in a sustainable and effective way.
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US Forest Service
City Forest Project An effort to reduce the contamination of natural resources that occurs in densely populated areas.
Visual Standards Guide // Future Expansions
An ecosystem planted at an abandoned property lot.
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A group of community members helps plant trees.
The City Forest Project reinforces our mission of creating
Our brand will enter urban communities where abandoned
a healthy and sustainable future, with a focus on natural
areas can be repurposed for forestation. Community members
resources, for our country as a whole by reducing the
can come together and plant trees and other flora on public
pollution and contamination of natural resources that
and purchased lands.
comes with more populous areas through the repurposing of abandoned spaces.
US Forest Service
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Similar to Wolven // Patagonia The primary source of recycled materials that go into the making of our clothing lines is from recycling collected from our forest recycling bins stationed all throughout our forest trails.
Visual Standards Guide
Saplings ready to be planted at the next City Forest Project.
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US Forest Service
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A rooftop garden planted on the balconies of an apartment complex.
Climate Action Systems An effort to reduce the contamination of natural resources that occurs in densely populated areas.
Visual Standards Guide // Brand Extensions
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A rooftop ecosystem planted atop a city garage.
The USFS will introduce and implement rooftop ecosystems
Climate Action Systems underscores our commitment to
across cities, partnering with large corporations to help
create a healthy and sustainable future, with a focus on
them address the issue of climate change and their impact
natural resources, for our country as a whole by helping
on carbon emissions.
large corporations to counteract the negative impact their company has on emissions and the climate.
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US Forest Service
Visual Standards Guide
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Similar to Ecogardens // California Green Roof Project While there are landscaping companies that offer a rooftop garden installation, the USFS has the resources, science, and funding to ensure our Climate Action Systems go beyond a garden. The systems will be the most efficient and effective ecosystems possible for the environment, elevation, and pollutants they are exposed to.
A matured rooftop garden located at a city museum.
US Forest Service
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The Clothes With A Purpose hangtag.
clothes with a purpose Helping our citizens to make conscientious material and clothing purchases.
Visual Standards Guide // Brand Extensions
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An outdoor enthusiast enjoys his new North Face items on a hike.
We are partnering with The North Face to produce items that
Clothes With A Purpose underscores our commitment to
utilize recycled materials in order to decrease the amount of
create a healthy and sustainable future, with a focus on
waste that currently negatively impacts our natural resources.
natural resources, for our country as a whole by helping our partner brands to reduce their impact on the environment that comes from sourcing and manufacturing new materials for all of their products.
52 A hiker tests his new North Face pants on a rainy day in the forest.
US Forest Service
Visual Standards Guide
Similar to Wolven // Patagonia The primary source of recycled materials that go into the making of our clothing lines is from recycling collected from our forest recycling bins stationed all throughout our forest trails.
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US Forest Service
green roofing systems An easy way to reduce a home’s carbon footprint.
Visual Standards Guide // Brand Extensions
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A family homestead with a mature roofing system across multiple buildings.
A recently installed green roofing system.
Homeowners will be able to purchase sod roofing systems
The Green Roofing Systems reinforces our mission of creat-
from US Forest Service. These systems are an excellent way
ing a healthy and sustainable future with a focus on natural
of reducing a home’s carbon footprint. This product will be
resources by offering homeowners a way to reduce their
available for DIY or professional implementation.
impact on the environment.
US Forest Service
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Similar to Urbanscape // Liveroof Our systems are grown from the seeds and plants within our forests, and each roofing system is designed based on the location of each roof utilizing only flora native to the home’s orientation.
Visual Standards Guide
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A USFS employee constructing the foundation of a home’s new Green Roofing System.
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US Forest Service
Outdoor Classrooms Raising an eco-conscious generation and the promise of a long and healthy future for our country.
Visual Standards Guide
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A preschool student learning about plants at her school’s Outdoor Classroom.
A successful outdoor classroom maintained by the school’s ag program.
The brand will partner with grade schools and offer an immersive
The Outdoor Classrooms program reinforces our mission
experience for students to learn about natural resources and
of creating a healthy and sustainable future, with a focus on
what a healthy ecosystem looks like. The program will teach
natural resources, for our country as a whole by giving younger
students the importance of taking care of nature for the future
generations the opportunity to learn about natural resources
of the planet. The Outdoor Classroom will be an installation
over time with a sort of physical and emotional form of partic-
at all schools participating where the students will take part
ipation. This understanding will help ensure future generations
in planting and growing the flora that is found within the
better understand nature.
greenhouse installation.
US Forest Service
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Similar to United States Botanic Garden // Greenhouse Emporium Our program does not just implement greenhouses at schools, we stay involved, visiting often to aid in teaching and maintaining the classroom.
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Hanging plants within a high school’s outdoor classroom greenhouse.
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A Flameless Forest Giving outdoor enthusiasts the resources to enjoy our forests all year ‘round without the need for an open flame.
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A group of hikers packing into the backcountry of the forest with their new Flameless Forest survival products.
A tent warmer and light efficiently warming a camper’s tent.
Our brand will partner with NEMO Equipment to develop
Flameless Survival Tools underscores our commitment to
back country camping and survival products that allow the
create a healthy and sustainable future, with a focus on
user to stay warm in extreme conditions without requiring
natural resources, for our country as a whole by helping
an open flame.
our partner brand to offer products that reduce the risk of forest fires.
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Similar to Barocook // Hydroheat Our products expand beyond a flameless cooking system, they are designed to provide heat required for all forms of survival from food to camp heat.
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Forest Runs Giving all individuals the opportunity to enjoy the forest, daily, no matter what their physical location.
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A hiker within the USFS Nordic Track Forest Run simulation.
An avid hiker and trail runner utilizing his gym’s USFS Nordic Track virtual reality program.
We will partner with Oculus and Nordic Track to develop a
Forest Runs underscores our commitment to create a healthy
4D immersive simulator that will allow users to feel as though
and sustainable future, with a focus on natural resources, for
they are running or hiking in our nation’s forests, they will be
our country as a whole by offering users the ability to enjoy
guided through the forests and during their experience they
our forests daily, no matter where they are located. This
will be able to select what information they would like to learn
enjoyment is vital, and the lessons paired with our programs
about our natural resources, the importance of the forests,
will ensure an understanding of the purpose both the forests
survival techniques, history, and more.
and the Forest Service serves.
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Similar to Forestry England // Peloton Our product is a fully immersive experience, expanding beyond running along with a screen. Within the simulator, the user is standing inside a virtual reality experience. During a run or hike, users have the opportunity to learn more about the forest and sustainability than any other experience.
A woman’s simulated running path within her virtual reality USFS Nordic Track.
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Greenhouse Kits Learn to keep a healthy and sustainable garden, reaping the benefits year-round.
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A gentleman enjoying a morning cup of tea inside his greenhouse.
A prosperous lettuce bed within a community built USFS DIY greenhouse.
Anyone interested in the benefit of growing their own food,
The Build-A-Greenhouse Kit reinforces our mission of creat-
herbs, and plants in a healthy manner that will allow for the
ing a healthy and sustainable future with a focus on natural
best environment year-round will have the ability to do so.
resources by offering individuals with the ability to successfully
The Build-A-Greenhouse product kit provides buyers with all
build their own greenhouses; resulting in healthy natural
the materials necessary to build a successful greenhouse.
environments, and a reduction in carbon emissions due to the reduction in the consumption of processed foods.
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A homeowner’s newly constructed personal greenhouse.
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Similar to Growers Solution // Bootstrap Farmer Our kits utilize products sourced from our forests and made from recycled materials. They are also customized to each buyer’s environment. Once a greenhouse has been purchased, buyers have access to an exclusive app that offers 24/7 support regarding plant health questions, plant species questions, and co-habitation standards for all plant species. This program helps buyers become more successful homesteaders with a promise of a healthy and thriving natural environment for them, animals, and all surrounding plant species.
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Resource Testing Kits Healthy natural resources are our number one concern, and clean water is vital for those venturing into the outdoors.
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An avid hiker utilizing his USFS Resource Testing Kit before refilling his water bottle.
The flora that grows within forest water sources is often beneficial to the species that inhabit them.
Resource testing kits. The USFS will create personal resource
Resource Testing Kits reinforces our mission of creating
testing kits that will provide the user with the ability to test the
a healthy and sustainable future with a focus on natural
potability of water and the health of soil for at-home gardens.
resources by offering users the ability to ensure the water they are consuming either at home or outdoors is potable and healthy. This also reinforces the importance of healthy water and the negative impact pollutants have on such a vital resource.
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Similar to My Tap Score // Test Assured Our resource testing kits are made to be easily packable and with as few pieces as possible for use at home, in the garden, or packing in the backcountry.
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A lightweight water pouch that comes within the USFS Resource Testing Kits.
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We are the new US Forest Service, with a new look and new brand expansions, we moving in a positive direction. We have taken our new identity to the web. For more information, visit: www.protectingourforests.me
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Sources
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Images and References
The USDA Forest Service The First Century www.npshistory.com/publications/usfs/fs-650/sec2.htm www.fs.fed.us www.fs.usda.gov www.foresthistory.org www.nps.gov www.unsplash.com www.stock.adobe.com
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