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Department of Defense DTSA Branding & Ceremonial Flag
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. 
DTSA's previous logo
Branding Redesign
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As DTSA approached its 30th anniversary, DTSA's leadership convened a workforce grassroots council for redesigning its organization branding. DTSA's highly specialized workforce is comprised of national security professionals, foreign policy analysts, and technical engineers. Each brought a uniquely valid perspective for "who or what is DTSA" to the project. Success required facilitating passionate conversations and 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 way that is strategically aligned and culturally aware.
DTSA's redesigned branding.
Seal Heraldry
DTSA's redesigned branding employs many traditions of the great seal of the United States, while retaining the distinct eight point star found in DTSA's former logo. Within this seal's field of 13 stars, DTSA's traditional eight-point star has been given prominence 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. By contrast, 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 'Four Pillars of Technology Security', the organization's guiding framework for evaluating international technology transfer partnerships. Below the shield's chief, a hammer and anvil are displayed as symbols for industry. The shield's torch symbolizes leadership that keeps watch or illuminates the way.

Placement of the torch between symbols for industry and military is emblematic of the seal’s greater message, while the placement of a globe below the eagle expands upon that message to communicate the international scope of DTSA’s mission.
DTSA’s colors are named “Marshal” (left) and “Ardor” (right)
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 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 industry passion for innovation.
​​​​​DTSA'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 - no detail within a flag should be without meaning and purpose. 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 flag otherwise the flag risks miscommunication (at best) and cultural offense (at worst).

Shortly after finalizing its redesigned branding, DTSA produced a ceremonial flag that enhances the branding's design with flag traditions. The branding's colors and symbols are faithfully reproduced in exquisite detail. The flag's fringe represents the flames of industry's passion for innovation. 

Today, DTSA's flag appears during ceremonies with foreign allies and during DTSA workforce events. 

DTSA's Ceremonial Flag - How It Was Made
DTSA's first ceremonial flag was produced by a small business vendor. DTSA's executive office team met with the vendor for a tour of the vendor's facility and demonstration of the flag's production. The following series of photos chronicle DTSA's meeting with the vendor for the tour and demonstration.
Department of Defense DTSA Branding & Ceremonial Flag
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Department of Defense DTSA Branding & Ceremonial Flag

Defense Technology Security Administration (DTSA) redesigned branding and ceremony flag production. These photos depict the agency's executive of Read More
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Published: