Department of Defense DTSA Branding

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Defense Technology Security Administration Branding Redesign

Nominated by Adobe representatives for Adobe's Creativity in Public Sector (CIPS) Award

As DTSA's 30th anniversary approached, its senior executives convened a team of workforce representatives for redesigning the organization's branding. The resulting branding is intended to:

• More effectively communicate the organization's role and mission

• Inspire Esprit de Corps in the workforce

• Support applicable customs and regulations

• Perform well in multi-channel 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 the 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, DTSA’s role evolved. While retaining its mission to protect the U.S. military’s 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.

DTSA's longest-serving logo was retired in 2014.

Redesigned Branding: Strategically Aligned and Culturally Aware

DTSA's redesigned branding employs many traditions of the great seal of the United States, while retaining some former DTSA logo elements.

DTSA's new branding retains some former logo elements while employing many traditions of the great seal of the United States

DTSA's traditional eight-point star has been given prominence within a field of 13 stars to honor the enduring value of DTSA’s mission. DTSA's name, and "Ensuring the Edge" motto, are seen encircling the design.

At the design’s center an eagle wears a shield to demonstrate our American value of self-reliance. The eagle faces the olive branch grasped in its right talons to communicate our preference for peace. Arrows are seen firmly grasped within the eagle's left talons to communicate our military readiness.

Within the shield’s chief, four alternating stripes represent DTSA’s 'Technology Security Pillars', the organization's guiding framework for evaluating international technology sharing partnerships. Below the shield's chief, blacksmith tools are displayed as symbols for industry. The shield's torch symbolizes leadership that illuminates the way or keeps watch.

Placement of the torch between symbols for industry and military is emblematic of the seal’s greater message.The placement of a globe below the eagle communicates the international scope of the organization's mission.

Redesigned Brand Colors

DTSA’s colors are named “Marshal” and “Ardor”. 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.

DTSA’s colors are named “Marshal” (left) and “Ardor” (right).

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 – and highlighted the historic branding's limitations.