Introduction
Facing a legislative mandated name change, the Florida Forest Service (FFS), formerly known as the Florida Division of Forestry, approached the PIE Center about conducting a communications audit to help the organization begin the process of rebranding their name and logo. A communications audit is a thorough evaluation of an organization’s ability to transfer information to both external and internal audiences.
To conduct the audit, PIE Center researchers requested and received a representative sampling of materials that FFS used to communicate within the organization and with stakeholders, including brochures, magazines, flyers, newspaper inserts and the organization’s website. These materials were reviewed and analyzed for consistency, messaging strategies and effectiveness.
Key findings
Although the communication materials reflected the overall mission of FFS, the materials analyzed did not explicitly state the organization’s mission. In some brochures, pictures were blurry and small.
In most communication materials, there was an inconsistent use of colors, layouts, designs and logo placements. This made it difficult to tell that these materials came from the same organization. The current logo was found on most communications materials, but the design of the printed materials, in many cases, did not flow with the logo.
Recommendations
To ensure consistency, the PIE Center recommended creating an identity guide for all communication material promoting FFS. An identity guide establishes a protocol when any new communication material is created, including brochures or additional pages to the website. The guide also specifies requirements for logo placement, colors to represent the organization, which fonts to use for headlines and body text, as well as any other guidelines. Be sure to use high-resolution (300 dpi) photos that are clear, pleasing to the eye and convey the messages and purpose of the communication piece. These steps will aid in brand recognition and allow the audiences to easily identify with the organization.
Based upon an examination of other states’ Division of Forestry logos, other icons feature state-specific pictures and elements, such as plants and animals that are commonly known to represent the state. This provides an iconic focal point that adds brand information to the logo that may assist in the recognition of the logo itself. The PIE Center recommended that FFS consider the use of state-specific elements in the new FFS logo.
