US FOREST SERVICE
HELPING PEOPLE HELP THE FORES
E ST The US Forest Service (USFS) is an agency of the U.S. Department of Agriculture that administers the nation’s 155 national forests and 20 national grasslands. As the lead federal agency in natural resource conservation, the US Forest Service provides leadership in the protection, management, and use of the nation’s forest, rangeland, and aquatic ecosystems. The agency’s ecosystem approach to management integrates ecological, economic, and social factors to maintain and enhance the quality of the environment to meet current and future needs.
WHAT THEY DO:
CARING FOR THE LAND AND SERVING PEOPLE.
As the lead federal agency in natural resource conservation, the US Forest Service provides leadership in the protection, management, and use of the nation’s forest, rangeland, and aquatic ecosystems.
MANAGE: They protect and manage natural resources on National Forest System lands. Prevent and fight wildfires. PROVIDE: Creates a means for all people to both responsibly use and conserve America’s forests and grasslands. RESEARCH: They initiate and perform research in forestry, rangeland and watershed management, fish and wildlife conservation, social sciences, and forest resource utilization. AID: They provide community assistance and we cooperate with State and local government agencies, businesses, and private landowners to help protect and manage non-Federal forests. EDUCATE: Provides the necessary education and opportunity for people looking to interact with the forests and grasslands. We make sure people know who we are and what we do. PARTNER: They work in partnership with many public agencies and private sector entities to improve conditions in wildland/urban interfaces and rural areas. BROADEN: They contribute international assistance in formulating policy and coordinating U.S. support for the protection and sound management of forest resources throughout the world.
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MISSION STATEMENT
To sustain the health, diversity, and productivity of the Nation’s forests and grasslands to meet the needs of present and future generations.
In a broad sense, the US Forest Service administers the nation’s 155 national forests and 20 national grasslands. But what does that mean exactly.
WHAT THEY DO
MANAGE:
They protect and manage natural resources on National Forest System lands. Prevent and fight wildfires.
PROVIDE:
Creates a means for all people to both responsibly use and conserve America’s forests and grasslands.
RESEARCH:
They initiate and perform research in forestry, rangeland and watershed management, fish and wildlife conservation, social sciences, and forest resource utilization.
AID:
They provide community assistance and we cooperate with State and local government agencies, businesses, and private landowners to help protect and manage non-Federal forests.
EDUCATE:
Provides the necessary education and opportunity for people looking to interact with the forests and grasslands. We make sure people know who we are and what we do.
PARTNER:
They work in partnership with many public agencies and private sector entities to improve conditions in wildland/urban interfaces and rural areas.
BROADEN:
They contribute international assistance in formulating policy and coordinating U.S. support for the protection and sound management of forest resources throughout the world.
All of these things are done to work towards the overarching mission of Forest Service
MISSION STATEMENT
“TO SUSTAIN THE HEALTH, DIVERSITY, AND PRODUCTIVITY OF THE NATION’S FORESTS AND GRASSLANDS TO MEET THE NEEDS OF PRESENT AND FUTURE GENERATIONS.”
COMPETETION NATIONAL PARK SERVICE The national park service is a government agency that manages and oversees all of America’s national parks. It focuses on preservation, conservation, and the history surrounding the parks. Also relies alot on tourism.
THE SMITHSONIAN NATURAL HISTORY MUSEUM With free admission and open doors 364 days a year, it is the most visited natural history museum in the world. Also similar to the Forest Service, it encourages visitation and interaction by citizens. Features many collections of natural specimins for education and enjoyment, also similar to the Forest Service.
GREENPEACE Non-governmental environmental organization that like the Forest Service is global and orientated around protection and conservation. It’s goal is to ensure the ability of the Earth to nurture life in all its diversity. Definitely political aspects here.
VAIL SKI RESORTS Sees a ton of traffic, and allows patrons to utilize mountainous and forested terrain for recreational purposes. The difference here is that there is more branding and buisness practices going on here. Vail is another organization that utilizes national forests and lands. Luxurious, large, and well maintained and managed.
THE EPA The EPA is based around federal research, monitoring, standard-setting and enforcement activities to ensure environmental protection. It utilizes lots of regulations and research to help conserve the environment.
A NEW FOREST SERVICE BRAND COULD BENEFIT FROM DRAWING INSPIRATION FROM ITS COMPETETORS
IN TERMS OF STYLISTIC GESTURES THE US FOREST SERVICE REALLY SEEMS TO BE MORE STATIC THAN ITS’ COMPETETORS. IT IS VERY FIGURAL, AND HAS A LOUD STRONG MESSAGE.
Minimal
COMPLEXITY Real
REPRESENTATION Dynamic
MOVEMENT
US Forest Service
Ornamental
Abstract
US National Park Service
E.P.A
Smithsonian Natural History Museum
Loud/Strong
POTENCY
Static
Vail Ski Resorts
Soft/Weak
Greenpeace International
IN TERMS OF FORMAL ELEMENTS, STYLES AND THEMES, THE FOREST SERVICE ISA TRADITIONAL WESTERN TRENDING ORGANIZATION WHICH SEEMS TO UTLIZE A FAIR AMOUNT OF HAND MADE SYLISTIC ELEMENTS. THESE HAND MADE ELEMENTS MAY CORROLATE THE THE CHEAP FEELING MANY OF ITS STYLES EXEMPLIFY
Traditional
TIME Retro
TIME MOVEMENT
Futuristic
US Forest Service
East
SPACE
Avant-gard US National Park Service
High tech
TECHNOLOGY
West E.P.A
Original
AUTHENTICITY Cheap
SOPHISTICATION Global
SCALE
Handmade Smithsonian Natural History Museum
Imitative
Luxurious
Regional
Vail Ski Resorts
Greenpeace International
THE FOREST SERVICE IS TRADITIONAL, RETRO, CHEAP FEELING, STATIC, YET HAS
LOUD STRONG MESSAGES.
AND JUST WHAT ARE THOSE MESSAGE?
COMMUNICATION MESSAGES: With the wide variety of visual expressions comes a wide variety of communicative messages. The forest service communicates that they are an official, widespread, and large government agency. Many of their messages are informative and instructional, raising awareness of dangers, regulations, boundries, how to find your way around, or even what recreational activities are available. Many of their messages raise awareness of their existance, and the existance and importance of the natural environment.
THEMES OF MESSAGES: All of the messages described previously represent themes of conservation, sustainability, responsibility, and passion. The forest service cares about the natural environment and about the people interacting with it, they desire to foster the relationship between the people and the environment.
Over all the messages sum up the idea that forests and grasslands are very important and together we can protect them.
With so many other government agencies, similar organizations, and competetors, the question becomes...
WHAT SETS THEM APART?
THE FOREST SERVICE IS THE ONLY NATIONAL AGENCY THAT IS BASED AROUND SUSTAINING ANG GROWING FORESTS AND GRASSLANDS BY UTILIZING REGULAR PEOPLE.
THE PROBLEM:
NOBODY KNOWS WHAT THE FOREST SERVICE IS OR WHAT THEY DO.
THE PROBLEM:
NOBODY KNOWS WHAT THE FOREST SERVICE IS OR WHAT THEY DO.
WHY?
THEY ARE SO BIG AND ALL ENCOMPASSING
THEIR BRAND IS OUTDATED
THEIR IDENTITY IS UNORGANIZED/UNDEFINED
THE SOLUTION:
MAKE THEM MORE UNDERSTANDABLE, RELEVANT, EDUCATIONAL, USER FRIENDLY, AND INTERACTIVE.
OBJECTIVES Make the forest service easier to understand. Clear, simple, friendly visual identity, visual applications, and communication messages. Make the forest service more educational. Redesign major aspects of the forest service to appeal more to the modern day man (Everybody). Give them a new, cleaned up feel. Create facets for the forest service to better reach out and convey their mission, purpose, and important information, facets to increase interactivity betweens patrons and the service. Make the US Forest Service More attractive, relevant
IDEAL BRAND DIMENSIONS FUNCTIONAL DIMENSION
MENTAL DIMENSION
The US Forest Service Provides leadership in the protection, management, and use of the nation’s forests. Allows people to utilize the forests while providing information, education, and opportunities to help people help enhance the quality of the environment to meet current and future needs.
IDEAL BRAND MIND SPACE
SOCIAL DIMENSION Interacting with the US Forest Service helps create a peace of mind, acknowledging that I can not only utilize the forest (Camping, Hiking, Driving, Biking) but I can also do so in a responsible way with the help of the forest service.
The Forest Service engages people by providing people with a way to enjoy America’s natural environments, while teaching people how to increase sustainability and sustainability. Provides people a way to better themselves (enjoying the outdoors), and better the environment as well as future generations of people.
SPIRITUAL DIMENSION The Forest Service is working to save and preserve America’s and the world’s forests for current and future generations. It is working towards a common goal that affects all mankind: to make a better world for all people and living creatures. All people can be utilizing and conserving the nation’s and world’s forests and grasslands.
PROT
TECT