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The Naval History and Heritage Command publically unveiled its new logo on Feb. 27, 2014 (http://www.navy.mil/submit/display.asp?story_id=79374). It was the culmination of a nearly year-long process to create a graphic that accurately represented the command's mission, builds internal and public support and understanding for NHHC and Navy history, and could be easily duplicated and recognized in a variety of sizes and resolutions across the widest number of mediums.
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Experiences And Lessons That Might Be Helpful In Your Effort
Naval History and Heritage Command (NHHC)Communication and Outreach Division
February 2014
So You Want a New Logo!
New NHHC Logo
Points of Discussion• Why a new logo?• Who should be included?• What steps along the path?• Final design• Sequencing the final logo roll out• How’d it go?• What we’d do different
Why a new logo?
• Practical application across all mediums• Organizational focus• Engagement with key publics• Building momentum for mission
Who should be included?
• Leadership• Organization’s staff• Mission stakeholders• Target publics• Time required depending on path taken
Celebrate opportunity, but manage expectations
What steps along the path?
• Define approach, socialize, then implement• Sequence:– Advertise contest, rules, and outcomes– Broadcast on channels to targeted audiences
• Develop means to capture, compile, share • Stylize – professionally*• Prepare support branding guides & materials• Maintain control for command release
*Government Printing Office
What steps along the path?
Final Design
7
USS Constitution – Embodies dedication to preserving and protecting our maritime nation's history.
Quill pen – A reminder that the practice of documenting and understanding our history should lead any course our Navy sails.
Compass roses – Represent NHHC’s ability to at once interpret the Navy's past and provide direction to its future.
Rope border – Reflects how our Navy's actions and decisions today will be judged alongside those past.
Style – Shape and colors are evocative of Navy heritage and traditions.
Sequencing the final logo roll out
• POA&M• Organizational leadership• Staff members who participated• Internal blast from Leader to entire enterprise• External leadership• Stakeholders who use logo (replacements)• Sweeping public, web and social push– Select to drive, monitor and respond as necessary
How’d it go?
What’d we do different?
• Don’t swap logos too soon if you can help it• Discern print and web versions
(precision matters)• NHHC webpage architecture made
comprehensive change impossible• Secure signage change commitment, $$$ and
timing in advance to extent practicable
Resources
• NHHC Publishing Office: (202) 433-7880• Creative & Digital Media Services (GPO)
– (202) 512-2012– http://www.creativeservices.gpo.gov/
• Navy graphics gallery: http://www.navy.mil/view_ggphotos.asp • The Institute of Heraldry: http://www.tioh.hqda.pentagon.mil/default.aspx
