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New Defense Media Activity Calling All Designers

By David Mays
Special to American Forces Press Service

WASHINGTON, Oct. 15, 2007 – Your original design could help “jump start” the new Defense Media Activity by becoming its first logo.

"The goal of the logo, just like in corporate America, is to communicate specific traits about your organization," said Allison Barber, deputy assistant secretary of defense for public liaison and internal communications. “Hopefully it will communicate some type of world-class feel to it, because we’re building the state-of-the-art world-class communication organization.”

On Jan. 1, 2008, media outlets of all U.S. military departments and American Forces Information Service will merge to form the new Defense Media Activity. More than 650 military, DoD civilian and contract employees will be co-located in a 185,000-square-foot facility to be built on the grounds of Fort Meade, Md., and set to open in September 2011.

"We realize that part of the energy that comes with creating a new organization is the brand development, and the first tactic is a logo that will communicate a certain look and feel for the DMA," Barber said. “I’m excited to see what comes in from the participants who decide to compete in the logo contest, because I think we have such talented individuals.”

Anyone who is part of an organization that will consolidate to the DMA, including military, government civilian and contract employees, is eligible to enter the logo contest.

"When you think about today's communication environment, it is clear that information is vibrant and quick, therefore, our logo needs to embody that same feeling," Barber noted.

According to contest rules, entries should focus on three general themes: media, military and “jointness.” Each entry must be accompanied by a one paragraph explanation of the logo’s meaning and various aspects of its design.

"Hopefully the logo will present a sense of stability and integrity,” Barber said. “Our communication and our products are rooted in those traits."

The contest is open through Nov. 16. All entries must be submitted via e-mail as a “jpg” attachment to dmalogo@afis.mil

“People will submit their logos to the DMA Website (www.defenselink.mil/dma),” Barber explained. “And on a given day we’ll be posting those, and people can go online and vote for their favorite logo.”

A panel created by the various military public affairs chiefs ultimately will select the winning design from a pool of those that receive the most votes. Special prizes then will be awarded to top designers.

“We’re working hard to create a lot of energy around the logo contest by providing things that will be meaningful and enjoyable to those who compete,” Barber said. “It’s worth going for, I will tell you that.”

(David Mays works for the New Media branch of American Forces Information Service.)

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Allison Barber

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