New Logo Policy

Logos are an important part of an organization's public image. Common sense and standard industry practice dictate that maximum public impact can only be obtained through the consistent use of a single, recognizable logo. NASA is fortunate to have a logo (the NASA Insignia, more commonly referred to as the "meatball") that is readily identified by the public. However, its impact is being diluted by the use of program logos, project logos, office logos, and Center logos. Every time a different logo appears, the power of the "meatball" is diminished and the Agency misses an opportunity for public recognition. In addition, the general public does not recognize program, project, or office logos. This has been a particular problem on spacecraft and NASA hardware, which are highly visible in the media. Rule number one in any corporate identity class is to have one recognizable logo.

Mr. Goldin recently tasked me to write a directive to improve the use of the Agency identity. In-an effort to give the Agency one identifiable symbol, I am authorizing a more efficient logo policy. In order to maintain a unified look throughout the Agency, the Office of Public Affairs has developed the following simple guidelines:

1) Astronaut mission logos are an important part of NASA activities. They should continue to be used as they have been, since they are an established form of visual identification for a particular mission. However, in terms of media awareness and overall visibility to the public, the use of the "meatball" should take precedence over the use of mission logos.

2) Program and project logos can be used internally as team-building efforts, but they should not appear in any type of NASA publicity, commercial merchandise, external publications, or on any hardware, vehicles, or spacecraft. For more information, please see the NASA Graphics Standards site under Center Identification at http://www.hq.nasa.gov/pao/insignia/logos.html.

3) Center logos, which have never been officially recognized as Agency identifiers, are only to be used for efforts that are Center specific. The "meatball" should be used to represent efforts involving more than one Center.

4) When the Center logo appears, the "meatball" should appear beside it. Alternatively, Centers may use the "meatball" with simple Helvetica type underneath displaying the Center's name. For more information, please see the NASA Graphics Standards site under Center Identification at http://www.hq.nasa.gov/pao/insignia/acpo.html.

5) Office logos should not be used as Agency identifiers. Therefore, they should not appear on hardware, vehicles, or spacecraft. If there is a need to identify a certain office, the "meatball" should be used with the office name underneath, according to NASA graphics standards. For more information, please see the standards Web site under Program Office Identification at http://www.hq.nasa.gov/pao/insignia/acpo.html.

6) The NASA Seal is reserved for the Administrator's use only and on literature containing his signature (such as awards and certificates). It is not to be used as the primary Agency identifier, except on NASA flags.

Please refer any questions you may have to Bert Ulrich in Headquarters Public Affairs at 202/358-1713.

Peggy Wilhide