1. It’s an evolution, not a revolution
AZGFD Brand Project
About one year ago the commission asked the department to develop brand standards
It’s an evolution, not a revolution

2. Audit
A consultant reviewed about 100 different samples of materials created by the department
Branded house or house of brands?
To start the process, we had more than 100 communication pieces audited (from the portal to the magazine and from enews products to printed books and brochures). From that audit we discovered:
We were a house of brands:
OGT
Habitat
BASF, MR and CTC
OHV Education
We also made some interesting discoveries when looking at all the pieces that were audited.
Magazine — no logo or GF mention on cover
CFP — people think the cities are responsible for the lakes/ponds
One more example is the Outdoor Expo of 2010 when customers were under the impression MSCO hosted the event. I think we’ve made great strides since then.
We want to be a branded house, not a house of brands
When you reinforce the parent brand everything is related and connected

3. Branded house vs house of brands
FedEx
Proctor & Gamble
To give you a real world example, here are two companies that clearly illustrate the difference between the two

4. Why be a branded house?
Maintain and enhance the Department’s and Commission’s authority to manage Arizona’s wildlife and recreational resources
Ensure financial sustainability to fund that critical work
Be relevant to a changing society
Presenting the agency to the public in a consistent manner (as a branded house) is one way we can help address two fundamental and ongoing challenges:
The agency’s brand already exists, we did not rebrand the agency. We simply looked at the way we communicate and present the agency to the public, and created standards so that moving forward all employees present themselves (we are brand ambassadors) and the agency in a consistent manner.
This will help create awareness of the agency’s brand identity.

5. Brand guidelines book Logo and logo usage
Approved type and typography guidelines
Photography style and guidelines
Primary color palette
Brand in action
Key messaging
Voice and tonality
Living document
As time passes and styles and trends change, there may be an opportunity to evolve elements of the brand toolkit.

6. It’s an EVOLUTION, not a REVOLUTION

7. Game and Fish logo evolution
As you know, companies evolve their brands/logos/marks over time. Think of Nike and Starbucks. Starbucks is to the point with brand recognition that they don’t even need the company’s name on the cups anymore
Nothing new to the agency, we’ve been evolving for years
Most recent logo was created 60 years ago. It was an illustration that was totally appropriate for print. Now with emerging technology, we felt it was an opportunity to update the logo.
1937
1953
1958

8. Logo variations

9. Logo
We are always working to figure out how to refine and optimize what we do. How can we be better?
We produced the updated logo in house.
So we took the best of an existing mark (the iconic quail) and updated it just enough to make it work in a digital age.
We kept the pieces of the logo that have continued to be relevant for the past 60 years and stripped away the unnecessary details so that the Arizona Game and Fish Department’s brand is reinforced no matter how the logo is used.
Name is no longer obstructed; the mark is relevant and recognizable

10. Customer focus
As we seek to recruit, retain and reactive customers — and introduce the agency to new audiences — moving forward we will do so in a consistent manner.
Consistency creates recognition
Recognition creates comfort
Comfort creates trust
Trust creates support and respect, and whether the public wants to support the agency with its time or money
Apple example

11. QUESTIONS?

12. Brand in action
We started transforming products that are prominent to the public:
Social media
Enewsletters
Website
Magazine cover
Hunt tags
Hunt licenses
Apparel
signature
Business cards
Letterhead
We are looking at everything! It will be a slow process.
It’s an evolution, not a revolution