Use of Bureau of Land Management's (BLM) Logo, BLM Visual Design Standards, and National Conservation Lands Wordmark by BLM Partner Organizations

UNITED STATES DEPARTMENT OF THE INTERIOR
BUREAU OF LAND MANAGEMENT
WASHINGTON, D.C. 20240
http://www.blm.gov

September 27, 2016

In Reply Refer To:
6100 (400) P

EMS TRANSMISSION 09/29/2016
Instruction Memorandum No. 2016-153

Permanent

To:                    All Washington Office and Field Office Officials

From:               Assistant Director, Communications

Subject:           Use of Bureau of Land Management’s (BLM) Logo, BLM Visual Design Standards, and National Conservation Lands Wordmark by BLM Partner Organizations

Program Area:  National Conservation Lands and Community Partnerships (AD-400); Communications (AD-600)

Purpose:  This Instruction Memorandum (IM) defines approved uses of the BLM logo, BLM visual design standards, and National Conservation Lands wordmark by partner organizations to raise awareness and provide a common visual identity for the BLM and National Conservation Lands.

Policy/Action:  This IM provides guidance for: (1) use of the BLM logo, BLM visual design standards (also known as “look and feel”), and National Conservation Lands wordmark by partner organizations and by partner organizations in conjunction with the BLM; (2) requests for approval of use; and (3) limitations on use.  The IM highlights the availability of specific materials and products that incorporate the BLM logo, visual design standards, and wordmark and provides guidance for use of these products.  Key messages to support the BLM’s National Conservation Lands are included for BLM and partner use.

BLM Logo Use and National Conservation Lands Wordmark

Federal Government logos are not in the public domain and can only be used legally by other non-federal entities through agency authorizations.  Use of the logo by a non-BLM entity without authorization can imply that an organization speaks for the federal government, or that the BLM favors or endorses the organization, its activities, or its products.  Furthermore, use of the logo for financial gain by any entity is not permissible.

Consistent with BLM policy, the National Conservation Lands wordmark is always displayed with the BLM logo.  Therefore, the rules and restrictions that apply to using the BLM logo also apply to the use of the wordmark (see IM 2013-076: National Landscape Conservation System Short Name and Wordmark, or subsequent revisions of same).

Partner Use of BLM Visual Design Standards in Combination with BLM Logo and National Conservation Lands Wordmark

The BLM partners with a wide range of organizations in support of various Bureau programs, including the National Conservation Lands.  These partnerships have produced countless benefits that enhance the public lands and help the BLM carry out its multiple-use and sustained-yield mission.  It is in the BLM’s interest to develop joint outreach materials that use the BLM logo, visual design standards, and National Conservation Lands wordmark to educate and inform the public about these partnerships and how they benefit the public lands.

Use of the BLM visual design standards, in association with the BLM logo and National Conservation Lands wordmark, is only appropriate in specific instances where the BLM and partners are providing a joint message.  Materials that the BLM develops with partners that use the BLM visual design standards, BLM logo, and wordmark require approval by the BLM’s Public Affairs Division (WO-610) and the National Conservation Lands Division (WO-410).  Any partnership effort requesting this use will require approval through BLM Form 1550-8: Publications/Exhibits/

Informational/Promotional Items Approval Request Form and must meet all requirements in this IM for use of the BLM logo and wordmark.  Additionally, any materials developed by a partner must conform to this IM and the guidance found in Attachment 1:  Design Requirements for Partner use of National Conservation Lands Wordmark and Logo Lockup.

Partner Use of BLM Logo and the National Conservation Lands Wordmark

Partner use of the BLM logo and the National Conservation Lands wordmark is permissible for partner-generated products that provide educational information to the public promoting conservation and recreation activities on BLM-managed public lands.  The BLM’s Public Affairs Division and the National Conservation Lands Division must both approve materials developed by partners, for partner use, that include the BLM logo and wordmark. As above, any partner-generated materials must conform to this IM and the guidance found in Attachment 1.

Use of BLM Logo and BLM Visual Design Standards by Other Partners

Organizations that partner with BLM programs other than the National Conservation Lands Division may also use the Agency logo and visual design standards.  Such uses of the BLM logo and visual design standards for promotional or educational products require approval by BLM’s Public Affairs Division and appropriate BLM Program Office.

Public Use of National Conservation Lands Print and Electronic Materials

The BLM will make available to partners and the general public certain National Conservation Lands printed and electronic materials through no-charge digital media such as BLM.gov, BLM’s My Public Lands Flickr account, and other official BLM national and state social media accounts.  Materials will include but are not be limited to National Conservation Lands posters, decal templates, postcards, infographics, desktop wallpaper, bookmarks, e-cards, photos, maps, and other printed and electronic products.  Sites that display these materials for downloading will include appropriate trademark information and reservations on allowable uses.

Revenue from Partner Use of the BLM Logo and the National Conservation Lands Wordmark

Section 307(b) of the Federal Land Policy and Management Act of 1976, as amended, authorizes the use of contracts and cooperative agreements in the management of public lands.  The BLM Handbook H-8362-1 Working with Cooperating Associations describes how partners or cooperating groups can generate sources of revenue in support of the BLM.  Generally, an agreement that BLM enters into with a partner will specify how revenues generated from the sale of products will support the objectives of the relevant BLM site or program.  Partners that create and sell products must adhere to the guidance provided in this Handbook.  Use of the BLM logo, visual design standards, and National Conservation Lands wordmark on products developed for sale must adhere to the guidance contained in this IM. 

Key Messages to Support the BLM’s National Conservation Lands

The BLM has developed messages that provide educational and promotional information about the National Conservation Lands to be used by BLM and its wide range of partners (see Attachment 2: Key BLM and Partner Messaging about the BLM’s National Conservation Lands).  The BLM or its partners may use these messages on outreach materials that conform to the guidance in this IM.  Similarly, the Bureau or its partners may develop additional messages that support the National Conservation Lands or other BLM program (e.g., Recreation).  Such messages must also conform to the guidance in this IM, including approval by WO-610 and WO-410 (and appropriate BLM Program Office, if applicable).

Timeframe:  This directive is effective immediately upon approval.

Budget Impact:  Minimal.

Background:  One of the action items in the BLM's National Landscape Conservation System 15-Year Strategy (issued in September 2011) is to raise public awareness about the value and benefits of these special areas and the BLM’s multiple-use and sustained-yield mission.  A second item is to enhance awareness of the National Conservation Lands within BLM through enhanced communication and coordination across programs and states.  To implement these action items, the BLM published internal guidance for a revised visual design standard (see IM 2015-031: Bureau of Land Management National Conservation Lands Visual System Guidelines, or subsequent revisions of same).  That guidance included National Conservation Lands communications products.  The IM also established the official name to be used on all public communications (“National Conservation Lands”), and identified the wordmark for the System.  Files and templates for use of the BLM’s visual design standards are available on the BLM’s Intranet.

In support of the national strategy and corresponding communications plan, this directive provides guidance for leveraging digital media and partners to share products externally.

Manual/Handbook Sections Affected:  None.

Coordination:  AD-600 and AD-400 jointly prepared this IM.

Contact:  For questions regarding application of this guidance, please contact Jeff Krauss, Division Chief for Public Affairs, at (202) 912-7410.

Signed by:                                                       Authenticated by:

Craig S. Leff                                                   Robert M. Williams

Acting, Assistant Director                              Division of IT Policy and Planning,WO-870

   Communications

2 Attachments

1 – Design Parameters for Partner Use of National Conservation Lands Wordmark and Logo Lockup (6 pp)

2 – Key BLM and Partner Messaging about the BLM’s National Conservation Lands (1 p)