This regulation outlines requirements and procedures to be followed by USDA's mission areas, agencies, and staff offices in regard to the design and use of new and existing logos/marks (words, acronyms, symbols, insignia, devices, and combinations thereof), in program materials, by USDA's mission areas, agencies, and staff offices to identify themselves and their programs, initiatives, legislation, events, etc., or the use on products and services by program participants to certify participation in or compliance with Department programs.
"One USDA speaking with One Voice" is USDA's strategy in communicating with USDA's various audiences, including farmers and ranchers, land-grant universities, agribusiness groups, the general public, and others. A consistent and uniform "brand" is a critical element of this strategy. However, the independent and uncoordinated creation and use of logos/marks by USDA's agencies, mission areas, and staff offices has fragmented USDA's identity and confused the public. Significant resources are spent in creating and placing in use individual USDA agency logos/marks. USDA policy is to design and use communication products in the most efficient and cost-effective manner. By more closely coordinating the use of the USDA Symbol/mark, the Department will strengthen the public's awareness of USDA's role in their lives while conserving resources.
In support of these policies, from the date of this regulation forward, the design or use of all new and existing logos/marks in program materials and in media, by the Department's agencies, mission areas, and staff offices, to identify the agencies, etc., and on products and services, by program participants, to indicate participation in or compliance with Department programs, must be in accordance with standards and guidelines established by USDA's Office of Communications. The design and use of these logos/marks will require approval by the Branding, Events, Exhibits, and Editorial Review Division (BEEERD) of the Office of Communications (OC).