GR604: US Forest Service Visual Standards Guide (Student Project)

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

•

Environment

•

Product

•

Service

•

Experience

•

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

59

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.

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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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