TSA Brand Standards Manual

T R A N S P O R TAT I O N SECURITY A D M I N I S T R AT I O N

BRAND STANDARDS MANUAL

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TABLE OF CONTENTS

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TSA History

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02

Brand Identity

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03

Finding Terrorists

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04

The New TSA

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05

Analysis & Projection

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What does security look like?

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TSA History

The TSA began under noble intentions: protect American citizens from threats of terror targeting airplane travel.

However, Americans did not realize back then that real security must come at the cost of some personal liberty. Unwilling to make that sacrifice, the TSA was severely limited and could not provide the service that it was intended to create.

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Looking back, it is difficult perhaps to imagine the laughable level of “security” the old TSA provided. In reality, what we used to provide was only the appearance of protection instead of the true product.

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That was the old TSA.

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09 / 11 / 2001

05 / 04 / 2007

Sept 11 Terrorist Attacks

Hard drive with

at TSA Headqua

2001

2002

2003

2004

2005

2006

11 / 25 / 2002

Homeland Security Act creates the Dept. of Homeland Security unifying the nation’s response to terrorist threats. The TSA is moved from USDOT to Homeland Security.

11 / 19 / 2001

Aviation & Transportation Security Act creates the TSA under the Dept. of Transportation

2007

2008

05 / 03 / 2010

The TSA fails to catch Times Square bomber Faisal Shahzad, despite his name

100,000 employee records lost

arters

2009

2010

09 / 18 / 2008

Undercover agents at Denver International Airport successfully smuggle bombs past TSA security checkpoint

2011

2012

2013

2014

04 / 19 / 2020

Citizen’s Security Act of 2020 sig

to private security data, including

08 / 11 / 2016

Jeremy South, who came to be known as The Baseball Bomber smuggles explosives into Shea Stadium in New York City. The explosion kills 200.

2015

2016

2017

2018

2019

2020

2021

10 / 11 / 2017

Senator Howard Smithson (R-OK) proposes legislation to expand government access to private security data.

11 / 11 / 2016

Congressional Oversight investigation into the baseball bomber reveals security leaks at TSA headquarters.

The History of the TSA Commissioned as a response to the September 11, 2001 terrorist attacks, the TSA has had ineffectual, but things were improved greatly two decades later following the surge in terrorist activity. The new TSA is now poised to succeed where the old TSA failed.

TSA History

gned into law, mandating government access

g entrance logs and security camera feeds.

2022

04 / 19 / 2022

05 / 19 / 2026

SecureNet goes live networking private security cameras around the nation.

The New Face of the TSA

Reports terror incidents drop by 50%.

2023

2024

2025

2026

2027

2028

05 / 01 / 2022

TSA granted on-demand access to SecureNet, connecting TSA’s central servers to security camera feeds around the nation.

11 / 19 / 2024

Patriot Act of 2017 signed into law greatly expanding the federal government’s ability to track people within national borders.

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Brand Identity Thanks to the innovation in networked intelligence and progressive government legislation, the TSA is now positioned to provide real security to American citizens. What follows is a new brand identity that will be the face of the new TSA for decades to come.

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AGILITY

STRENGTH

INTELLIGENCE

Real Security

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Brand Identity

The Old TSA Although the TSA was created to provide security for American citizens, we were crippled by poor implementation of that vision. The Old TSA was viewed as just another government bureaucracy subject to all that implies: lumbering and ineffective. Sadly, this was not an entirely unfair assessment. In the beginning we were to slow to adapt to evolving threats of terror, and ill-equipped to stop all but the least intelligent terrorists.

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The New TSA A new day has dawned however, and thanks to advances in networked intelligence technology as well as progressive government legislation, the TSA is now poised to truly secure the nation’s transportation systems. Gone is the old TSA image, replaced by a more agile brand.

Brand Identity

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[ID] 01746 45628

[ID] 0475729275

[NAME] James L AWSON [ADDR] 4523 Brookdale Ave [R ACE] Caucasian / White

[R ACE] CHinese

[ W T ] 175 LB

[R ACE] Caucasian / White [HT ] 68 IN

[ W T ] 14 3 LB

[ W T ] 180 LB

...

[POL] DEMOCR AT

...

[POL] DEMOCR AT

[REL] Christian

[THRT ] LOW

...

[HT ] 6 4 IN

...

...

[ADDR] 924 Aileen St, Apt C

...

[HT ] 73 IN

[POL] Republican

[REL] Buddhist ...

[HIST ] NO KNOWN [THRT ] LOW

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[NAME] Wallace Haught

[ADDR] 1179 73rd Ave

...

[HIST ] NO KNOWN

[ID] 0574 920125

[NAME] WINSTON LI

[REL] None ...

[HIST ] NO KNOWN [THRT ] LOW

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Finding Terrorists The old TSA knew precious little about American citizens. Unless a person was lucky enough to wind up on our no-fly list, we likely only knew their name and flight destination.

Governmental regulations used to restrict our access to the intelligence. A new day has dawned however, and with those regulations lifted, we now have access to a wealth of data on every person moving within the borders of our great nation. These dossiers from our database show a cross-section of the American citizens that we protect.

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Nickname

The Networker

Nickname

The Mid-Level Manager

Real Name

Jan

Real Name

Chad

Age

35

Age

49

Description

Jan works for a beauty consulting company,

Description

As a mid-level manager in the US Postal

and travels to trade shows several times a

Service, Chad’s occasionally has to fire

year to show her company’s products. Her

problem employees. But lately he’s become

earrings and other accessories always set off

paranoid about giving the pink slip to

the airport metal-detectors. She needs smart

someone only to have them go postal on him.

people to be able to distinguish her metal jewelry from terrorists’ weapons.

Finding Terrorists

Nickname

The Explorer

Nickname

The Shopper

Real Name

Andrew

Real Name

Amanda

Age

38

Age

25

Description

Andrew loves to hike and spends more time

Description

Amanda is an avid shopper. She loves to

outdoors than in. He loves to mountain bike

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wear the latest fashions, and adds to her

on back roads and out of the way locations.

wardrobe at least once every seven days.

The problem is when he’s out in the middle of

Every time she checks out at a register, her

nowhere, no one is there to protect him from

movements are transmitted to our central

a terrorist attack.

database, alerting us of any suspicious consumer activity.

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Nickname

The Smart Kid

Nickname

Nana

Real Name

Kyle

Real Name

Laura

Age

16

Age

73

Description

Kyle is too smart for his own good. He’s

Description

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Laura doesn’t get out as often as she used to.

always got good grades, which unfortunately

These days her kids and grandkids come to

draws the ire of the school bullies. Kyle

her. She lives in a retirement community that

needs help getting safely to school without

has everything she needs.

getting beat up.

Finding Terrorists

Nickname

The Runner

Nickname

Lil’ Tyke

Real Name

James

Real Name

Joey

Age

41

Age

3

Description

James has always made it a priority to keep

Description

Joey lives with his mom and older sister in

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in shape. He lives in the city and goes out

a small downtown apartment. His mom’s

running every evening in the park and around

greatest fear is losing him in a crowd, so she

the lake near his condo.

is fiercely protective of him.

[ID] 0758 463928 [NAME] Olivia Perez [ADDR] 6350 R acine St ...

[R ACE] Hispanic [HT ] 62 IN [ W T ] 150 LB ...

[POL] DEMOCR AT [REL] Catholic ...

[HIST ] NO KNOWN [THRT ] LOW

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[ID] 0465897126

[ID] 08 46521559

[NAME] Barbara Johnson

[NAME] Amos Johnson

[ADDR] 6313 Melville Dr

[ADDR] 6313 Melville Dr

...

...

[R ACE] African American

[R ACE] African American

[HT ] 68 IN

[HT ] 70 IN

[ W T ] 189 LB

[ W T ] 24 0 LB

...

...

[POL] DEMOCR AT

[POL] DEMOCR AT

[REL] Christian

[REL] christian

...

...

[Freq] 7.0687%

[Freq] 23.9456%

[Scan] 89 ...

[HIST ] 78 / 852 [THRT ] LOW

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[Scan] 735 ...

[HIST ] 130 / 689 [THRT ] MED

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What Government Looks Like In previous decades, the generic de facto logos of government presented the familiar image of a shield or a seal, usually with the eagle as a symbol thrown in for good measure.

This uninspired “default” design of American government is linked inextricably to the old United States, and does very little to bring the image of American government into the new millennium.

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+

= Complacency

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The New TSA In the 21st century, the federal government realized the potential for using design to improve its image among American citizens. The lazy reliance on the shield or seal motif has been retired in favor of a new importance placed on emotional associations. The new TSA logo communicates intelligence, it communicates movement, and it promotes respect among American citizens.

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The TSA Mark “TERSUS” version

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Anatomy of the TSA mark

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The New TSA

1/6 x

x

6 x 6 x

Maintain 6x clear space around the mark at all times.

Dimensions & Spacing Maintaining the integrity of the TSA logo is of utmost importance. This schematic will aid in preserving its dimensions. Additionally, the TSA logo must have adequate spacing kept around all sides of the mark. This will ensure that the mark is always perceived clearly.

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Two Versions Two new TSA mark can be used in one of two ways. The TERSUS version features the mark by itself, and is seen most frequently on signage and advertising. Alternately, the LACUNA version features the addition of text to the right of the mark. This is to be used in documentation both paper and electronic.

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The TERSUS Version The purest expression of the new TSA, this version uses only the mark itself. It is intended for signage and advertising.

The LACUNA Version When additional clarity is needed, this version may be used. This is intended for paper and electronic documents.

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Do not use unapproved colors.

Do not use multiple colors.

Incorrect Usage In order to maintain a consistent visual look and to guard the integrity of the brand, the logo must never be used in an unapproved fashion. These are examples of what not to do, though this list is not exhaustive.

The New TSA

Do not create a pattern out of the mark.

Do not add graphical features to the mark.

Do not place text over the mark.

T R A N S P O R TAT I O N SECURITY A D M I N I S T R AT I O N

Do not use unapproved text.

JOHN DOE AGENT

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Univers 63 Headlines & Titles

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

Univers 45 Body Copy

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

Univers 49 Numbers & Accents

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789

The New TSA

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Approved Typefaces The voice of the TSA is as important as the logo and the colors. Strict adherence to using the correct typeface in print and digital communication is required to keep a consistent voice.

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Official Colors The New TSA skips the expected patriotic red and blue, instead using shades of silver and gold to communicate the brand identity. These colors are the only approved colors for the new TSA. Strict adherence to this palette is required.

The New TSA

Pyrite RGB

238 212 37

CMYK

8 14 99 0

WEB

#EED425

PANTONE

7405

Graphite RGB

35 40 48

CMYK

82 72 57 66

WEB

#232830

PANTONE

433

Zinc RGB

79 84 97

CMYK

72 61 46 27

WEB

#4F5461

PANTONE

432

Titanium RGB

181 184 190

CMYK

30 22 19 0

WEB

#B5B8BE

PANTONE

429

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2650 Park Tower Drive Vienna, VA 22180 -7300 May 10, 2010 Joe Golike 758 18th St Oakland, CA 94612 Dear Mr. Golike: It has come to our attention that you have been participating in a social organization known as the Common Ground Collective. This group has suspected ties to terrorist activities.

According to our records, you were active with the Common Ground Collective on the following dates and location(s): May 5, 2010 May 6, 2010

2939 Eastman Ave, Oakland, CA 94619 2939 Eastman Ave, Oakland, CA 94619

Additionally, we have a record of three phone calls placed between your cellphone and phones operated by known leadership within the organization.

Apr 28, 2010 5:45p ( 510) Apr 28, 2010 7:39p ( 510) May 5, 2010 8:45a ( 510) May 6, 2010 7:39p ( 510)

457 – 8902 457 – 8902 457 – 8902 457 – 8902

In the interest of your personal safety, and the safety of your family members listed below, we strongly advise you to discontinue your association with the Common Ground Collective.

Sincerely, 2650 Park Tower Dr Vienna, VA 22180 -7300

Daryl Wong TSA Agent A / V Intelligence Division

Daryl Wong

A / V Division

2650 Park Tower Dr

Security Agent

(123) 456 -7890

Vienna, VA 22180 -7300

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Business System When communicating with people outside of the TSA, it is important to maintain a consistent visual voice. To this end, we have developed a complete business system. All paper and electronic communications must adhere to this system.

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[DEVICE ID] C4 4FA 20009B

[DEVICE ID] B6790CE4F99AE

[T YPE] SECURENET CAMER A [LOC] TR AFFIC LIGHT SW ...

[MAC] E6 -75 -92-9A-1B- 67- 00 -AE [MAINT ] 2035 / 03 / 29 [FOV] 105o [STATUS] OK

[T YPE] SECURENET CAMER A [LOC] TR AFFIC LIGHT SE ...

[MAC] 12- 56 -9A-34 - 0F- E4 - 01- 5B [MAINT ] 2035 / 03 / 29 [FOV] 95o [STATUS] OK

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INTELLIGENT

• CIA

• New TSA • FBI

• SWAT

LUMBERING • MARINES

AGILE

• ARMY

• DEA

• Old TSA • DMV

INEPT

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Analysis & Projection Where did we come from, and where are we going? The old TSA once shared the lower echelon of governmental organizations with the likes of the DMV. Words like lumbering, inept, useless, and scorn used to describe the TSA. But the new TSA is different. We are intelligent, agile, respected and necessary.

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Analysis & Projection

RESPECTED

• MARINES

• New TSA • FBI • SWAT • CIA • ARMY

USELESS NECESSARY

• DEA

• Old TSA

• DMV

SCORNED

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AIRPORT “SECURITY”

ARABIC LAST NAMES

3 oz BOTTLES

Waiting for terrorists to come to us

The Old TSA In the beginning, the TSA was synonymous with airport security checkpoints. We used to sit at the airports around the country, waiting for terrorists to comes to us.

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Analysis & Projection

ON THE MOVE • Airport Security • Toll Booth Scanners

DESTINATIONS

• SecureNet Cameras

• Biometric Entry Points • Neighborhood Watch

Protecting you wherever you move

INTELLIGENCE • Social Networking Aggregators

EDUCATION

• Participatory Wiretapping

• Youth Operatives • Citizen Border Patrols

The New TSA Today, we still perform that role, but we have broadened our approach to truly encompass all forms of transportation. Wherever a person moves within our nation’s borders, we have an eye on them, always ready to neutralize new threats of terror.

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Analysis & Projection

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Airport Security Our flagship responsibility hasn’t changed, but our methods and our technology has improved.

What was formerly called the “no fly list� has become a centralized database tracking the movements of all people within the nation. We still prevent terrorists from boarding airplanes, but most of that work is done before they even reach the airport.

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Tollbooth Scanners Millions of cars pass through toll booths every day. When drivers cross bridges and enter expressways, the aren’t just paying for passage. Our RF scanners track each car, and thanks to cross linking with motor vehicles databases, we can identify each motorist and stop terrorists before they carry out their plans.

Analysis & Projection

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Biometric Entry Points Private corporations have been using biometric scanners to protect entry points into their buildings for years. Thanks to recent legislation, the access logs that private companies keep are now networked with the central TSA database, ensuring that the movements of suspected terrorists are known to us immediately.

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SecureNet Camera Network In the 21st century security cameras are a fact of life. The SecureNet camera network was created to leverage the intelligence potential of the millions of cameras already installed in American cities. The video feed of each camera is transmitted to the central TSA database.

When combined with our state-of-the-art face recognition technology, we are able to effectively track the movements of every potential terrorist threat.

[DEVICE ID] A99E06787B [T YPE] SECURENET CAMER A [LOC] TEMP VEHICLE STOR AGE ...

[MAC] 6E- 05 -9f- 67- 0B-F4 - 01- 89 [MAINT ] 2035 / 05 / 16 [FOV] 95o [STATUS] OK

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[DEVICE ID] A334 050FC66 [T YPE] SECURENET CAMER A [LOC] BART CAR #1667 ...

[MAC] 90 - 6E-ac-9f- 66 - 0a-b3 - 00 [MAINT ] 2034 / 10 / 03 [FOV] 120o [STATUS] OK

[ID] 0745655894 [NAME] Christi Shea [ADDR] 8711 Macarthur Blvd ...

[R ACE] Caucasian/ White [HT ] 67 IN [ W T ] 130 LB ...

[POL] Green [REL] None ...

[Freq] 25.7862% [Scan] 1067 ...

[HIST ] 654 / 1339 [THRT ] Med

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Analysis & Projection

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Neighborhood Watch To augment our public citizen tracking methods, we have created ways for ordinary American citizens to help in the war on terror. Recent increases in federal spending on homeland security have allowed us to create incentives for citizens to join our neighborhood watch effort.

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Participatory Wiretapping Citizens who volunteer to have TSA-approved devices installed in their telephones don’t do it for the generous tax break. They do it for the safety of their home, their neighborhood, and their country.

Analysis & Projection

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Citizen Border Patrol The enormous size of our country has historically made policing our borders a difficult task.

There just aren’t enough enforcement officials to keep eyes on the thousands of miles of borders. In response, we have created a corps of citizen border patrols. Participants volunteer a few hours of their time one day a month to serve as TSA agents helping us keep the terrorists out and our borders safe.

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[ID] 0554132479 [handle] Hwk765 [Name] James Hadeed ...

[R ACE] Arab [HT ] 70IN [ W T ] 210 LB ...

[POL] republican [REL] Christian ...

[Freq] 6.0567% [Scan] 653 ...

[HIST ] 23 / 54 [THRT ] LOW

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Analysis & Projection

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Social Networking Aggregators In the early part of this century, social networking websites became gold mines for advertisers who sought to deliver personalized advertising to consumers. Using sophisticated aggregation technology our computers scan messages that users post online, we are able to identify potential terrorist threats before they are carried out.

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Youth Operatives Our future is in our nation’s youth. The bright-eyed kids and teens who choose to participate in TSA-sponsored after-school programs learn the benefits of total security. But our youth operatives aren’t just investing in our nation’s future, they’re improving their own. Independent studies have shown that graduates from our youth programs get hired first and a higher acceptance rate to higher education institutions.

Analysis & Projection

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Protecting you wherever you move.