US Forest Service Visual Strategy Guide
Book 1: Visual Strategy Guide
1
2
US Forest Service
Table of Contents 3
At Our Core
8
The New Brand
12
Audience Profiles
23
Brand Grid
29
Brand Competitors
39
Sources
2
US Forest Service
Visual Strategy Guide
3
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 the
efforts extend beyond what one may
nation’s 11 million private forest owners
initially think of as a “forest”. The
with technical, educational, and financial
USFS studies, manages, promotes,
assistance. With a concern for both the
and improves national forests, urban
present and future state of our country’s
forests, minerals and geology, plants,
natural resources — especially water, air,
rangelands (wetlands to desert ecosys-
and soil - USFS efforts are concentrated
tems), recreation and stewardship, land
on utilizing science and technology to
restoration, water resources, wildlife
focus on the improvement of natural
and fish, and more.
resources, sustainability and
US Forest Service
4
1881
1910
1915
The USDA expanded
The Forest Products Labora-
The Forest Service Research
into the Division
tory was established
Branch was established.
of Forestry
1905
1911
President Theodore Roosevelt
The Weeks Act of 1911 passed;
established the USDA’s U.S.
a division focused on working
Forest Service.
with State Forestry and fire prevention associations.
Visual Strategy Guide
The Smokey Bear “Only
1944
5
1980
2021
The Challenge Cost-Share
The new United States
YOU can prevent forest fires”
Program allows the Forest
Forest Service is introduced.
campaign is launched using a
Service and private sector to
The USFS logo, brand guide-
fire-injured bear, Smokey Bear,
share costs and management
lines, and visual standards
as a symbol to be careful.
of forest projects.
are redesigned.
1939
1946
1990
Robert Marshall and several
National forests experience
others made a tour of the
increased demand on
became a major focus and has
western national forests,
forest resources.
expanded into urban areas.
performing this inventory to greatly increase the number of wilderness areas.
Ecosystem management
6
Mission
US Forest Service
To create a healthy and sustainable future, with a focus on natural resources, for our country as a whole.
Visual Strategy Guide
7
US Forest Service
8
The New US Forest Service Mission
To create a healthy and sustainable future, with a focus on natural resources, for our country as a whole.
Visual Strategy Guide // The New US Forest Service
Rebranding Objective
9
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.
10
US Forest Service
Our Key Themes
Thrive The only way to flourish is to protect what we have. A nation that destroys itself. Forests are the lungs of our land, purifying the air and giving fresh strength to our people. - Franklin D. Roosevelt
Visual Strategy Guide // The New US Forest Service
Community
Resourcefulness
Strength comes from the teams of people working
Utilize the resources available to you.
11
together toward one goal. We must work toward a shared vision based on healthy,
Optimism is a good characteristic, but if carried to an excess, it
resilient forests — forests that can provide all the ecosystem
becomes foolishness. We are prone to speak of the resources of
services that Americans want and need while supporting a forest
this country as inexhaustible; this is not so.
economy that creates jobs and local economic opportunities.
- Theodore Roosevelt
- Tom Tidwell
US Forest Service
12
Audience Profiles In this section of the project, I analyze the different types of people that are most and least likely to be attracted to the rebranded U.S. Forest Service. Recognizing these different personas will help me to ensure the development of this project stays on track and keeps my audience in mind. In the following pages, you will meet six individuals that have key traits that match them to the soul and mission of my brand. Conversely, you will also meet two individuals who would be less likely to have an interest in my brand, as their traits keep them from being able to identify with the soul of the brand.
Areas of Concern
•
Conservation of wildlife and public lands
•
How can I do my part to reduce my environmental footprint?
•
Preservation of natural resources
Visual Strategy Guide
13
US Forest Service
14
Gemma Taylor The Conscientious Photographer
Age Occupation Location
1.
33 Freelance Photographer Washington
Works as a freelance photographer, spending a lot of time in the wilderness staging and shooting advertisements for natural skincare products.
2. Enjoys spending days off exploring hidden gems in her city. Her favorite gems being community gardens, and cafes selling only locally sourced foods. 3. Buys most of her produce from local farmers markets because not only is she supporting local farmers, but she also knows that she is buying ethically grown foods. 4. Sits on the board of a local non-profit that teaches children and families how to grow their own produce utilizing compost and all natural resources. 5. Keeps up with local efforts that are focused on the preservation of the parks in her quickly growing city. 6. Rides her bike whenever possible, and only drives her car when traveling further than a few miles because she is concerned about her own carbon footprint. 7.
Donates, when she can, to her state’s Parks and Wildlife office because she appreciates the work they do to ensure the state parks that she visits are well maintained.
Visual Strategy Guide // Audience Profiles
DAVID Singh The Farmer
Age Occupation Location
1.
62 Organic Farmer Indiana
David is always seeking sustainable ways to run his farm because he is concerned about the environment and the future of the planet.
2. Is constantly researching key ingredients in the pesticides he treats his crops with because he wants to know that they will not make the wildlife that comes onto his land ill. 3. David is member of his community solar garden because he enjoys having access to a diverse power grid. 4. Enjoys camping across the country because he finds peace being in nature. 5. Participates in tree planting activities with the forestry organization because he likes doing his part to help the preservation of national forests. 6. David enjoys employing teens during harvest because he thinks it is important to teach younger generations about the importance of organic crops and the positive impact they have on the environment. 7.
Always taking classes on ways to operate his farm because he is an early-adopter.
15
US Forest Service
16
Kiera Mackee The Minimalist
Age Occupation Location
1.
27 Stay-At-Home Mom Maine
Takes her kids to the park everyday to walk on nature trails and learn about biology and earth sciences because she wants to be certain her kids understand the importance of preserving the earth.
2. Only allows her children to eat organic, unprocessed foods because she believes they will develop healthy habits early and will always be concerned about the source of their foods. 3. Kiera composts all of her family’s garbage because she knows that is a good way to limit her environmental footprint. 4. Lives a minimalist lifestyle because she wants to live off the land as much as possible. 5. Encourages her children to participate in 4-H because it teaches them responsibility and the importance of livestock. 6. Kiera doesn’t purchase clothes from fast-fashion companies because she doesn’t support the impact the companies have on the environment. 7.
Shares her organically grown produce with her neighbors and friends because she enjoys knowing she could encourage others to live a conscientious life.
Visual Strategy Guide // Audience Profiles
17
Yvonne Johnson The Information Source
Age Occupation Location 1.
54 Political Activist Missouri
Advocates for environmental issues encouraging people to adopt more environmentally sensitive lifestyles because a safe climate, clean water, and healthy air are her biggest concerns for the future of our country.
2. Supports solar and wind energy efforts because she believes natural gas and coal mining are far too harmful for the environment to be the primary source of energy for the country. 3. Researches the businesses she purchases from because she does not want to support a business without a corporate responsibility action plan. 4. Spends her free time volunteering her time to community cleanup projects because of the positive impact it has on the environment and spirits of community members. 5. Works with large businesses to implement sustainability plans because it supports the future of urban air quality. 6. Encourages her social media followers to share new issues with her because she cares about what others may be concerned about. 7.
Acts as a freelance reporter on local issues because she enjoys keeping people informed across all media sources.
US Forest Service
18
Peter Bakir The Homesteader
Age Occupation Location 1.
35 Survivalist and Camping Blogger Montana
Educates readers on ways to live off the land and rely less on large companies because it allows individuals to reduce their carbon footprints.
2. Created a guide for foraging in the forests because he finds it important to know exactly where his food comes from. 3. Spends most of his time learning about public lands issues because he wants his readers to understand the importance of conservation and preservation issues. 4. Works with local Boy Scout troops to teach them survival tactics because he enjoys the lessons taught by the organization. 5. Is in excellent shape because he spends much of his day hiking forest trails. 6. Takes his nephews camping every few months because they enjoy the break from their city lifestyle. 7.
Peter makes an effort to recycle most of his garbage because he enjoys the benefit of limiting his waste as much as possible.
Visual Strategy Guide // Audience Profiles
Raphael Hernandez The Environmental Scientist
Age Occupation Location 1.
42 Ecologist Colorado
Takes pride in his job because he cares deeply for the preservation and conservation of wildlife and fish habitats.
2. Is passionate about science because he knows that is the only way to ensure a healthy future for his children. 3. Takes his kids to work with him to test water and soil levels because he enjoys teaching his children about the impact our actions have on wildlife. 4. Invested in solar panels for his house because he likes the benefit of renewable energy. 5. Helps build the hunter safety courses with the Parks and Wildlife because he thinks it is important for people to understand the impact wildlife has on the forest. 6. Teaches communities how to maintain community gardens because he has a great concern for air quality in higher populated areas. 7.
He and his wife enjoy working with wood because they love the use of natural resources for both practical and decorative uses.
19
US Forest Service
20
Paul Smith The Uninformed
Age Occupation Location
19 Video Game Streamer Utah
1.
Doesn’t spend time outside because of the time commitment his streaming operation takes.
2. Orders takeout for most of his meals because he doesn’t know how to cook. 3. Doesn’t like the renewable energy industry because he doesn’t like to follow the crowd. 4. Paul doesn’t believe in the carbon emissions concerns because he heard a podcast discussing the issue as a conspiracy theory. 5. Paul doesn’t know what the US Forest Service does because he isn’t interested in trees. 6. Hasn’t given much thought to the future of the environment because he doesn’t believe there is much to be concerned about right now. 7.
Paul spends his money on new technology because he is single and lives on his own.
Visual Strategy Guide // Audience Profiles
21
Jane Espinosa The Career-Driven Woman
Age Occupation Location
30 Corporate Finance Manager New York
1.
Buys whatever food jumps out at her at the grocery store because she hates grocery shopping.
2. Doesn’t like renewable energy resources because she thinks they are an eye sore. 3. Jane doesn’t spend much time outside because she is a workaholic for a large corporate finance company. 4. Has never liked wildlife because they are a nuisance to her. 5. Jane has never camped or taken time to enjoy natural landscapes because she doesn’t see the importance of nature. 6. Buys bottled water because she doesn’t like the taste of tap water and doesn’t enjoy carrying reusable bottles around. 7.
Doesn’t recycle because she doesn’t like the amount of time it takes to sort her trash.
22
US Forest Service
Visual Strategy Guide
Brand Grid In order to summarize the U.S. Forest Service as it is today and as we'd like it to be defined in the future, the following pages will display both current and future visuals — establishing a distinct difference between our brand then and now.
23
US Forest Service
24
Who We Were Often, our brand could have been defined as rugged, a sort of authoritative force defensive of our nation's resources. A steward of lands typically traversed by the more advanced adventurers. We were a primary provider of lumber and other sourced materials for the nation. We were a brand that was not often front of mind within more populated areas.
Visual Strategy Guide // Brand Grid
U.S. Forest Service
25
US Forest Service
26
Our Future Our new positioning is focused on placing the US Forest Service front of mind when it comes to the understanding of the preservation of our nation's natural resources. We are extending our brand to have a stronger presence within densely populated urban areas, with a goal to provide all individuals with the knowledge and resources to promote a more conscientious society.
Visual Strategy Guide // Brand Grid
U.S. Forest Service
27
28
US Forest Service
Visual Strategy Guide
29
Brand Competitors In this section we analyze the current, adjacent, and aspirational competitors that face the US Forest Service both now and after our rebranding. Defining these competitors has helped to recognize that while it is a very vital program, the Forest Service has a large audience within its industry that it could better serve but currently is not.
Types of Competitors
•
Current
•
Adjacent
•
Aspirational
US Forest Service
30
Current The following competitors are both private and government organizations that also work to protect and conserve the nation's natural resources.
This government program is invested in the conservation and preservation of the country's parks and wildlife with research also dedicated to natural resources.
This federal department is dedicated to developing laws and designating funds to the development and regulation of farming, forestry, rural development, and food.
This university has an entire department dedicated to the research and experimentation focused on solving issues surrounding agriculture, natural resources, and forest sciences.
The Bureau of Land Management is also focused on the sustainability and productivity of public lands for current and future generations.
A government agency that is focused on the management of fish, wildlife, and natural habitats - all elements impacted by the state of the country's natural resources.
Visual Strategy Guide // Brand Competitors
31
This global organization is dedicated to the conservation of land and water. They currently protect millions of acres of land and thousands of miles of rivers.
A non-profit organization that studies the conservation of wildlife and ecosystems.
Another government organization dedicated to restore and enhance national forests and grasslands through community education and participation.
An organization that manages multiple programs dedicated to planting, replanting, and nurturing trees across the country, "where they are needed most".
Save the Redwoods League is a program that works diligently to ensure the Redwood forests in California are maintained to the very best of anyone's ability.
US Forest Service
32
Adjacent The following competitors are both private and government organizations that work to ensure a sustainable future through means that don't rely on the forest or wildlife.
The US Department of Energy manages and researches issues of energy, environmental, and nuclear challenges. The department has a very large focus on clean energy.
This nonprofit organization advocates for financial, policy, and technological change to transition the country to a renewable energy economy.
The National Hydropower Association is a nonprofit that is working to make hydropower the nation's prime renewable energy resource.
This is a national association that represents businesses within the wind power industry, working to promote a positive impact on the environment with renewable wind energy.
An advocate for companies that operate within the renewable energy field. Taking all forms of renewable energy and combining them to work toward a reliable, low-cost power system.
Visual Strategy Guide // Brand Competitors
33
Apex Clean Energy contracts and builds clean energy farms across the nation for local companies.
Developing technologies to help utility and power generators lower costs, at the same time producing renewable energy sources that include wind, solar, and hydroelectricity.
The Florida Solar Energy Center is a research center that has been vital for the country's use of renewable energy technologies with the goal to educate the nation while aiding the economy and environment.
Brookfield is one of the world's largest renewable energy companies with one of the greatest impacts on reducing emissions.
The world's largest producer of wind and solar energy. Though this company, unlike that of other competitors, is focused on a diverse energy grid that includes oil and natural gas, it has managed to reduce CO2 emissions as well.
US Forest Service
34
Aspirational The following competitors are organizations that have addressed a concern for natural resources and found alternative ways to positively impact land, water, and air in our country. Their impacts are those which the US Forest Service wishes to make.
A nonprofit dedicated to reducing carbon emissions around the world. Their work extends to the preservation of natural habitats, clean energy programs, and general lifestyle improvements.
Society for Urban Ecology is an organization that operates worldwide to foster, educate, and develop the implementation of urban ecological systems.
A nonprofit organization focused on delivering clean water to communities in the country that do not have access to water.
A nonprofit that builds relationships with, and certifies, businesses that produce rainforest-friendly products and work with other businesses to create a conscientious community with a drive for environmental change.
An organization that has a collective of businesses that contribute at least 1% of their annual sales to environmental causes. Bringing an awareness of responsibility to the planet's natural resources, the organization inspires a diverse network of organizations to make a difference and invest in
Visual Strategy Guide // Brand Competitors
35
The Solar Energy Industries Association is dedicated to leading the charge to a clean energy economy through solar power. Positively impacting air and climate by addressing energy issues.
Patagonia is dedicated to environmental activism on a very large scale. Patagonia Action Works connects individuals with opportunities to make a difference. They also maintain a transparency in how their products are made and how they impact the environment. Lifestraw developed a product that makes all forms of water safe to drink. While the US Forest Service is focused on the sustainability of natural resources (clean water), this company has developed an alternative answer to clean water concerns.
Merrell not only encourages consumers to get outside and recreate in the outdoors, but also produces products that are conscientiously made from recycled materials.
While Bear Grylls is typically first associated with survival gear, it is a brand that encourages not just living off the land, but doing so in a way that has little impact. It is both a survivalist and environmentalist brand.
US Forest Service
36
Brand Attributes In order to ensure we have a clear vision for our rebranding and how we would like to be perceived, we have identified what words define our industry in both good and bad ways.
Positive •
Community
•
Fresh
•
Conscientious
•
Bright
•
Healthy
Visual Strategy Guide
37
Stale
Neutral
The US Forest Service
•
Organic
•
Resource
•
Ecology
•
Green
•
Technology
•
Vast
•
Clean
•
Research
•
Enlightened
•
Renewable
•
Nature
•
Auspicious
•
Footprint
•
Greenhouse
•
Growth
38
US Forest Service
This is the new US Forest Service, and it is just the beginning. In the next phase of our rebranding, we will explore the visual ideation, process, and finalization of our logo.
Visual Strategy Guide
39
38
US Forest Service
Sources
Visual Strategy Guide
39
Images and References
The USDA Forest Service The First Century
www.acore.org
www.fs.fed.us
www.hydro.org
www.fs.usda.gov
American Wind Energy Association
www.foresthistory.org
www.cleanpower.org
www.nps.gov
www.apexcleanenergy.com
www.unsplash.com
www.ge.com/renewableenergy
www.stock.adobe.com
www.energyresearch.ucf.edu
blog.nationalparks.nsw.gov.au
www.bep.brookfield.com
www.usda.gov/
www.nexteraenergy.com
www.uaf.edu
www.cooleffect.org
www.blm.gov
www.society-urban-ecology.org
www.fws.gov
www.waterwelltrust.org
www.nature.org
www.rainforest-alliance.org
www.iercecology.org
www.onepercentfortheplanet.org
www.nationalforests.org
www.seia.org
www.arborday.org
www.patagonia.com
www.savetheredwoods.org
www.merrell.com
www.energy.gov
www.beargrylls.com
42
US Forest Service