Don't mess with the Forest Service


Earl Butz, Richard Nixon’s controversial secretary of Agriculture, was a profane man known for his hair-trigger temper and rough handling of subordinates. So when the chief of the Forest Service stood him up for a meeting, Butz unloaded in response: “There are four branches of government,” he reportedly snarled, “the executive, legislative, judicial and the Gawd-damn U.S. Forest Service.”

Although current Agriculture Secretary Tom Vilsack might have worded it differently, he probably appreciates the sentiment now: He recently discovered how ornery the powerful Forest Service can be.

At issue was one of Vilsack’s pet projects -- an attempt to reshape the image of the entire $132 billion Agriculture Department, which oversees everything from plant and animal inspections, ensuring food safety, and ending hunger to the health and productivity of national forests. Dubbed “One Brand,” this graphic facelift has engaged Agriculture Department officials overseeing the agency’s 20 departments for the past three years. One Brand’s goal has been to strip each organization of its historic symbols and insignias, replacing them with a generic logo symbolizing the mother ship – the Agriculture Department. All that would remain visually would be the individual agencies’ initials set in much smaller type centered beneath the Agriculture Department’s dominant initials.

It was appropriate that this homogenizing directive was embedded last January in an innocuous-sounding document called the Visual Standards Guide. It detailed the items that One Brand would cover and announced the establishment of an oversight office within the Agriculture Department -- the delightfully named Brand, Events, Exhibits, and Editorial Review Division, acronym BEEERD. Its reach would be broad and deep, extending from the appearance of social media platforms such as Facebook sites, twitter feeds and websites, to all signage, vehicles, uniforms, letterheads and envelopes, decals, and Powerpoint presentations, right down to the “Hello, My Name Is…” adhesive nametags.

The directive, however, unleashed a firestorm of protest. But the outrage did not come from within the affected agencies, for few staffers knew anything about the impending airbrushing. Instead, it was Forest Service retirees who learned -- to their considerable dismay -- that longtime agency logos were being phased out and replaced with “a standardized signature model to be adopted by all USDA agencies." That meant that the Forest Service’s distinctive Pine Tree shield –– worn by men and women for well for over a century –– would cease to exist.

Infuriated but organized through the National Association of Forest Service Retirees, the critics bombarded the Agriculture secretary’s office with phone calls, emails and letters, sending copies to the beleaguered head of BEEERD as well. Protesters also reached out to their congressional delegations, called local talk radio shows, and contacted newspapers and other media.

Their opposition took on the air of a revival meeting. They talked about the emblematic power of the Pine Tree logo to bind them to one another and to the land they helped steward. The evocative shield and the uniform to which it was pinned testified to their devoted public service, they said. Shedding these symbols, and the emotional attachments they held, seemed like a deliberate attack on their collective history. These defenders proved a potent collective, and so overwhelming was their opposition that it forced the Agriculture Department’s hand.

In a one-sentence release April 4, the department granted the Forest Service an exemption to its One Brand directive. You could hear the hosannas from agency retirees and staffers a mile off.

Every other department in Agriculture, however, has had to submit to the exorcizing of their respective insignias, causing blows to their staff’s morale. In British Columbia, Canada, public-land managers in the provincial forest service, learning of their American counterparts’ successful pushback, regretted that they had not had generated as forceful a reaction when their home department obliterated their own century-old pine-tree emblem in favor of yet another bland, generic symbol.

What this Forest Service protest reveals is a deep uneasiness with the growing, corporate-style flattening of difference and identity within governmental bureaucracies. To their credit, Forest Service defenders showed an alert wariness toward lockstep representation and uniform thought.

Rebranding consultants, like the ones that the Agriculture Department hired to guide its efforts, probably promoted this strategy as a positive way to harness a company’s disparate personnel. But the Department of Agriculture is not a business, and its sub-agencies’ varied missions and different objectives cannot be, and should not have been, unilaterally reined in.

As the dustup with the Forest Service suggests, a proud institutional history is a sustaining source of workplace identity and individual satisfaction. That’s a core value even Earl Butz might have respected.

Char Miller is a contributor to Writers on the Range, a service of High Country News ( He directs the environmental analysis program at California’s Pomona College and is the author of the just-released On the Edge: Water, Immigration and Politics in the Southwest.

Note: the opinions expressed in this column are those of the writer and do not necessarily reflect those of High Country News, its board or staff. If you'd like to share an opinion piece of your own, please write Betsy Marston at

Geoff Jasper
Geoff Jasper
Apr 30, 2013 06:27 PM
Wow, what a waste of money. With all the budget cuts can't the gov't come up with better ways to spend our money besides paying "rebranding consultants". Outside of it being a waste of money it is also a bad idea, kuddos to the USFS for standing its ground.
Lenny & Susan Epstein
Lenny & Susan Epstein Subscriber
Apr 30, 2013 08:00 PM
Right on, Geoff Jasper, on both counts. Thanks, HCN, for this great story!
margy robertson
margy robertson
May 07, 2013 08:05 PM
I entirely agree with the above 2 comments, will add that this "rebranding" idiocy is proof that higher levels of Ag Dep't need 1. to get off the too-popular, meaningless new fad of "branding," 2.have too many employees with not enough actual work to do, so 3. at that higher level, at least a 10% reduction of staff is merited, and 4. maybe Vilsack needs to go home, as no longer fit for the job. If he fell for "advice" from staff, all involved should find new, non-federal occupations.
Robert Brady
Robert Brady
Aug 29, 2013 08:43 PM
Hear hear to the comments already made. The "Gawd Damn" Forest service gets things done, and has an 'espirti d'corps' that's infectious as a zealot, and as 'down home' by geez as an Andy Hardy movie. When someone says 'forestry service' the miscreant is corrected right away "its the 'Forest Service'.And these zealots (myself included) employees and retirees loved being a part of it. The big accomplishment that out shines many other entities is that they kept the vast national forest lands intact for over 100 years. So its still there so you can hike where your grandfather hiked, hunt, fish, camp, ski, get with nature. Those Branding jugheads should think of that. USDA its on the shield, forest signs etc they ain't getting short-sheeted. But they would be short-sheeting all of us "and themselves too" with this Branding bunk......RBrady USFS retiree, fireguy, volunteer, AD