Defense Technology Security Administration (DTSA) Redesigned Branding & Ceremonial Flag
Established in the mid 1980's, Defense Technology Security Administration (DTSA) is a Department of Defense (DoD) component agency that administers the development and implementation of DoD technology security policies on international transfers of defense-related goods, services and technologies.Ā
DTSA's previous logo
Branding Redesign
āāāāāāā
As DTSA approached its 30th anniversary, DTSA's leadership convened a workforceĀ council forĀ redesigning its organization branding. DTSA'sĀ highly specializedĀ workforce is comprised of national security professionals, foreign policy analysts, and technical engineers. Each brought aĀ uniquely valid perspective for "who or what is DTSA" to the project. Success requiredĀ facilitating passionate conversations andĀ brokering consensus. The resulting redesigned branding makes use of a common set of heraldry traditions for telling the story of DTSA's mission in a wayĀ that is mission aligned and culturally aware.
DTSA's redesigned branding.
SealĀ Heraldry
DTSA's redesigned branding employs many traditions of the great seal of the United States,Ā while retaining theĀ distinctĀ eight pointĀ star found in DTSA's former logo.Ā Within this seal'sĀ field of 13 stars, DTSA's traditional eight-pointĀ star has beenĀ given prominenceĀ to honor the enduringĀ value of DTSAās mission.Ā
DTSA's redesigned branding employs many traditions of the great seal of the United States,Ā while retaining theĀ distinctĀ eight pointĀ star found in DTSA's former logo.Ā Within this seal'sĀ field of 13 stars, DTSA's traditional eight-pointĀ star has beenĀ given prominenceĀ 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. By contrast, 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 'Four Pillars of Technology Security', the organization's guiding framework for evaluating international technology transferĀ partnerships. Below the shield's chief,Ā a hammer and anvil are displayed as symbols forĀ industry. The shield's torchĀ symbolizes leadership thatĀ keeps watch or illuminates the way.
Placement of the torch between symbols for industryĀ and militaryĀ is emblematic of the sealās greater message, while the placement of a globe below the eagle expands upon that message to communicate the international scope of DTSAās mission.
DTSAās colors are named āMarshalā (left) and āArdorā (right)
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 readily synonymous with international military organizations. Ardor is defined as passion, frequently in a patriotic context. Within DTSA's seal, Ardor's distinct red hue represents industryĀ passion for innovation.
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 readily synonymous with international military organizations. Ardor is defined as passion, frequently in a patriotic context. Within DTSA's seal, Ardor's distinct red hue represents industryĀ passion for innovation.
āāāāāDTSA's Ceremonial Flag
Similar to heraldry designs, flags employ a deliberate system of symbols and traditions. From placement of colors and shapes, to the manner in which it is displayed -Ā no detail within a flag should beĀ without meaning and purpose.Ā Moreover, flags are instruments of diplomacy signifying the organization's lineage, role, values, and commitment to excellence. An artisan commitment to excellence is required for reproducing the flagĀ otherwise the flag risks miscommunication, at best,Ā and cultural offense, at worst.
Shortly after finalizing its redesigned branding, DTSA produced a ceremonial flag that enhances the branding's design withĀ flag traditions. The branding's colors and symbols are faithfully reproduced in exquisite detail.Ā The flag's fringe representsĀ the flames of industry's passion forĀ innovation.Ā
Today, DTSA'sĀ flag stands ready during ceremonies with foreign allies and during DTSA workforce events.Ā
DTSA's Ceremonial Flag: How It WasĀ Made
DTSA's ceremonial flag was produced in collaboration with a small business vendor. DTSA's executive team received a tour of the vendor's facility and demonstration of production methods prior to the flag's production.
