Defense Technology Security Administration Branding Redesign
Nominated by Adobe representatives forĀ Adobe's Creativity in Public Sector (CIPS) Award
As DTSA's 30th anniversary approached,Ā its senior executivesĀ convened a team of workforce representativesĀ for redesigning the organization'sĀ branding.Ā The resulting branding is intended to:
ā¢ More effectively communicateĀ the organization's role and mission
ā¢ InspireĀ Esprit de Corps in the workforce
ā¢ SupportĀ applicable customs and regulations
ā¢ Perform wellĀ in multi-channelĀ applications
About Defense Technology Security Administration
Undertaking this task required DTSA's team to harmonize differing workforce views about the organization's identity and mission.
DTSA works at the intersection of foreign policy, U.S. defense, and export regulations. Defense Technology Security Administration (DTSA) was established in the mid-1980s as a field activity within theĀ Office of the Under Secretary of Defense for Policy. DTSA was initially created to review and oppose technology transfers sought by the Soviet Union in its effort to improve its military capability. DoD officials considered such transfers, especially of dual use technologies, a potential threat against the U.S. and a major challenge to U.S. national security. With the fall of the Soviet Union, DTSAās role evolved. While retaining its mission to protect the U.S. militaryās technological edge in the most critical and sensitive areas, DTSA has increasingly been involved in reviewing critical information and technologies that could be transferred to friends and Allies.
Redesigned Branding: Strategically Aligned and Culturally Aware
DTSA's redesigned branding employs many traditions of the great seal of the United States,Ā while retaining some former DTSA logo elements.Ā
DTSA's traditional eight-pointĀ star has beenĀ given prominence within a field of 13 stars to honor the enduringĀ value of DTSAās mission.Ā DTSA's name, and "Ensuring the Edge" motto, are seen encircling the design.Ā
At the designās center an eagle wears a shield to demonstrate our American valueĀ of self-reliance. The eagle faces the olive branch grasped in itsĀ rightĀ talons to communicate our preference for peace. Arrows are seen firmly grasped within the eagle'sĀ left talons to communicate our military readiness.Ā
Within the shieldās chief, four alternating stripes represent DTSAās 'Technology Security Pillars', the organization's guiding framework for evaluating international technology sharingĀ partnerships. Below the shield's chief, blacksmithĀ tools are displayed as symbols forĀ industry. The shield's torchĀ symbolizes leadership thatĀ illuminates the way or keeps watch.
Placement of the torch between symbols for industryĀ and militaryĀ is emblematic of the sealās greater message.The placement of a globe below the eagle communicates the international scope of the organization's mission.
Redesigned BrandĀ Colors
DTSAās colors are named āMarshalā and āArdorā. The colors were named to reflect DTSA's international leadership role and U.S. industry's passion for innovation. In many countries, Marshal refers to a high-ranking officer of the state or military. Marshal's blue-green hue is common to many international military cultures. Ardor is defined as passion, frequently in a patriotic context. Within DTSA's seal, Ardor's distinct red hue represents industry's passion for innovation.
Branding Support for Modern Multi-Channel Applications
DTSA's historic branding was designed for use in letterhead. Since that time, additional communication channels such as websites, social media, and physical collateral rose to prominence ā and highlighted the historic branding's limitations.