When the United States Department of Agriculture released its Visual Standards Guide back in January, it contained the ominous phrase ‘agency logos are being phased out and replaced with a standardized signature model to be adopted by all USDA agencies.’
This reminded me of the Borg’s ‘you will be assimilated’ phrase from Star Trek the Next Generation. And, given that the USDA is the same department that oversees things like the homogenization of milk, it makes absolute sense that they’d want to make sure that their employees, vehicles, websites, uniforms, etc. would all be … ‘assimilated.’
But here’s the thing. The U.S. FOREST Service is all about forests and forestry. The USDA’s logo is described – by the USDA themselves – as “a graphic representation of the land — the foundation of all agriculture — and the Department’s initials. The symbol’s colors — dark green and dark blue — represent the essential elements of earth, air, and water. Together these elements comprise the symbol.”
Falling back on my Southern California roots and lingo: “Dude. Really?“