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News & Resources / News Release

JDG Communications Creates a Brand Identity for One of America's "Best Kept Secrets"

THE EXCITING NEW GRAPHIC IDENTITY JDG COMMUNICATIONS CREATED FOR THE NATIONAL WILDLIFE REFUGE SYSTEM

FALLS CHURCH, VA — As part of JDG Communications' multiyear marketing, public relations, and advertising campaign to help the U.S. Fish & Wildlife Service's National Wildlife Refuge System celebrate its centennial anniversary, and promote its benefits to the American people and wildlife, JDG Communications has created an exciting new graphic identity.

The new graphic identity incorporates the "blue goose" icon, which was originally created in the 1920s by renowned political cartoonist Jay Norwood "Ding" Darling. Since the blue goose has become an immediately recognizable symbol — has been seen on signage and personnel uniforms at each of America's more than 570 refuges — JDG Communications and the U.S. Fish & Wildlife Service felt it was essential to incorporate the blue goose into the newly created graphic identity, effectively leveraging nearly 80 years' worth of "brand" recognition.

JDG Communications used earthy colors, a badge shape, and bold typography to convey the message of environmental sensitivity and authority, complement the Fish & Wildlife Service's existing identity, and function across a huge array of print, signage, embroidery, video, and Web media.

The National Wildlife Refuge System's centennial anniversary, which will occur on March 14, 2003, marks a milestone in the history of wildlife conservation in America — one hundred years since President Theodore Roosevelt set aside a tiny island off the east coast of Florida for the protection of pelicans and other species of birds from commercial exploitation.

This system of lands now encompasses more than 93 million acres, comprising more than 570 national wildlife refuges and wetland management districts. At least one refuge can be found in every state and U.S.Territory.

About JDG Communications, Inc.

JDG's strategic team focuses on "communicating what matters" with highly creative branding and identity programs, public outreach campaigns, website design and programming, publications, capabilities brochures, consumer and b2b sales support materials and trade show exhibits. Current and past clients include the Federal Trade Commission, U.S. General Services Administration, Environmental Protection Agency, Small Business Administration, SCORE, the American Psychological Association, and the United Way of the National Capital Area. Web site: www.jdgcommunications.com.