DCSA Branding Guide 7 21 20

DEFENSE COUNTERINTELLIGENCE AND SECURITY AGENCY

Interior Signage and Experiential Design
BRANDING GUIDE

Task 1, Part B, 5.5.1.2

FOR OFFICIAL USE ONLY

2

ABOUT US

The Defense Counterintelligence and Security Agency (DCSA) is an agency of the Department of Defense (DoD) located in
Quantico, Virginia with field offices throughout the United States. The Under Secretary of Defense for Intelligence provides
authority, direction and control over DCSA. DCSA provides the military services, Defense Agencies, 33 federal agencies
and approximately 13,500 cleared contractor facilities with security support services.

DCSA contributes to national security by serving as an interface between the government and cleared industry. DCSA
administers and implements the defense portion of the National Industrial Security Program pursuant to Executive Order
12829. DCSA Industrial Security personnel provide oversight and assistance to cleared contractor facilities and assist
management and Facility Security Officers in ensuring the protection of U.S. and foreign classified information. DCSA also
facilitates classified shipments between the United States and foreign countries and implements foreign ownership, control
and influence countermeasures.

The Center for Development of Security Excellence (CDSE) is located in Linthicum, Md., and provides security education and
training to DoD security professionals through formal classroom and distributed learning methodologies (i.e., computer-
based, web-based and tele-training).

ABOUT US | 3

DCSA GUIDING PRINCIPALS
Committed to Mission
Passion for Service
Unwavering Integrity
Empowered to Act
Fiercely Innovative
Invested in People

4

MISSION

DCSA is a strategic asset to the Nation and our allies - continuously ensuring a trusted federal, industrial and affiliated
workforce, and enabling industry’s delivery of uncompromised capabilities by leveraging advanced technologies
and innovation. We uniquely blend critical technology protection, trusted personnel vetting, counterintelligence, and
professional education and certification to advance and preserve America’s strategic edge.

VISION

Guardians of our Nation’s assets - ensuring trust, countering threats and vulnerabilities, and advancing delivery of
uncompromised technology.

MISSION AND VISION | 5

6

TABLE OF CONTENTS RECOMMENDED PHOTOGRAPHY . . . . . . . . . . . . 125

INTRODUCTION SECTION 7
KEY CONTACTS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 SECONDARY BRANDING . . . . . . . . . . . . . . . . . . . 135
BRANDING OBJECTIVES. . . . . . . . . . . . . . . . . . . . . . 9
TASK 2 (5.5.2.1)
TASK 1 (5.5.1.1)
SECTION 8
SECTION 1 COLORS AND FONTS LEGACY SITE BRANDING. . . . . . . . . . . . . . . . . . . 143
THE DCSA BRAND. . . . . . . . . . . . . . . . . . . . . . . . . . 12 MAP. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 144
THE DCSA SEAL. . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 KIT CONTENTS. . . . . . . . . . . . . . . . . . . . . . . . . . . 146
FONTS AND COLORS . . . . . . . . . . . . . . . . . . . . . . . 14
TASK 3 & 4 (5.5.3-4.24)
SECTION 2 (TASK 1, PART A, 5.5.1.1.1)
SEAL CONSTRUCTION SECTION 9
SEAL CONSTRUCTION. . . . . . . . . . . . . . . . . . . . . . 17 EXECUTIVE SITE BRANDING. . . . . . . . . . . . . . . . . 151
LETTERING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
FLAG DETAILS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56 SECTION 10
EXTERIOR BRANDING. . . . . . . . . . . . . . . . . . . . . . 155
SECTION 3
BRAND GUIDELINES. . . . . . . . . . . . . . . . . . . . . . . . 59 MISCELLANEOUS
INSTALLATION. . . . . . . . . . . . . . . . . . . . . . . . . . . . 160
SECTION 4 (TASK 1, PART A, 5.5.1.1.2-4) MAINTENANCE . . . . . . . . . . . . . . . . . . . . . . . . . . . 162
SIGN SITUATIONS . . . . . . . . . . . . . . . . . . . . . . . . . . 63 MATERIALS GLOSSARY . . . . . . . . . . . . . . . . . . . . . 164
WARRANTY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 166
SECTION 5 ORDERING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 168
BRANDING SELECTION GUIDE . . . . . . . . . . . . . . . 73 PACKAGING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 170

SECTION 6 TABLE OF CONTENTS | 7

KEY CONTACTS

DCSA TALU PEOPLE SIGNS

Primary: Primary: President & Sales Administration:

TBD Mark Simpson Charles Kelly, Jr

571-323-7582 ckellyjr@peoplesigns.com

610-349-6458

Accounting:
Sue Shoemaker
sshoemaker@peoplesigns.com
610-434-3613

Project Management:
Roxanne Verrastro
rverrastro@peoplesigns.com
610-434-3613


8

BRANDING OBJECTIVES

The objective of this guide is to provide an end-to-end branding solution for the DCSA offices. Branding solutions will be
designed, manufactured, site prepared, and installed at DCSA sites across the enterprise and include, but not limited to,
interior and exterior custom displays, interior and exterior branding items such as Agency seals, lettering, and flags.

The branding standards in this guide include but are not limited to:

TASK 1 (5.5.1)
DCSA Standard Seals
• Three (3) designs each for standard agency seal in 15", 24", and 36" using specified materials suitable to display on

walls, doors, and other items such as podiums.
• One (1) design for each seal designated as the standard.
• Installation methods minimizing damage to surfaces.

DCSA Standards Program
•  Interior lettering for use on walls and other applications to compliment seals, wall displays etc.
•  Exterior building lettering.
•  Office entry and/or main reception spaces.
•  Conference rooms; large, medium, small, and team rooms.
•  Private offices; PO1, PO2, PO3, and PO4.
•  Custom display areas.
•  Workstation cubicles.

BRANDING OBJECTIVES | 9

OFFICE FLOOR PLAN

GUIDELINES

The purpose of the following guidelines is to provide consistency across all 188 DCSA offices throughout the
United States. While each office will be intrinsically different in layout, the subsequent standards will ensure
the uniformity of key features such as command walls, mission and vision statements, and seals.

1. ENTRY IDENTIFICATION
a. All facilities are to have the seal and department name on the door or to right

of entry. Adhesive back graphics have been developed to accommodate
both opaque and glass doors of a variety of widths. Physical plaques available
as an option.

2. WELCOMING AREA
a. The primary line of site entering the office should terminate with Department

Seal and name. Options are provided to support walls that are behind
reception desk or visitor chairs. Any existing items are to be relocated. If new
items provided do not conceal wall imperfections, repairs should precede
installation.

3. COMMAND WALL
a. Our command wall will include a Command Chain Display (CCD). The CCD

is to be displayed on the first wall to the right of the entry doors. The display
itself is to be centered between our American flag and the DCSA flag. Chairs
may be included in the setting but never placed in front of either flag – no
other wall mounted items are to within this area.
Note: Proper use of spreader area.
10

OFFICE FLOOR PLAN

GUIDELINES

4. DCSA MISSION DISPLAY
a. Our Mission Display guides our organization by way of our written mission, guiding principals and

values. The Mission Display is to be mounted on the first wall to the left of the entry doors. Chairs
may be included in the setting but never placed in front of either flag – no other wall mounted items
are to within this area.
5. EXECUTIVE CONFERENCE ROOM
a. ECR’s are to have the Department Seal and name along with our American Flag and DCSA flag
opposite of Video Teleconference Equipment. If no equipment exists and the another wall is required,
the wall within the sightline of the entry door is preferred
6. SECONDARY CONFERENCE ROOM
a. SCR’s are to have the Department Seal opposite of Video Teleconference Equipment. If no equipment
exists and another wall is required, the wall within the sightline of the entry door is preferred

GUIDELINES | 11

THE DCSA BRAND

Branding is a concept that embodies every point of contact your agency has with the world around it. Your
collaterals reinforce your brand identity when the people behind the brand aren’t available. The graphic
treatments outlined are designed to create consistency among all DCSA products that contribute to the
agency’s brand identity. The goal is instantaneous recognition and awareness.

12

THE DCSA SEAL SYMBOLIC ELEMENTS

The portcullis, a massive metal gate used to protect and secure castles during times of attack, symbolizes the Defense
Counterintelligence and Security Agency's mission of defending the nation. The eagle, a symbol of the United States, is
in flight lifting and lowering the portcullis using its chains, which personifies the gatekeeping function of the organization;
denying or granting entry to the continuous flow of classified information, materials, technology, and personnel seeking
access to federal agencies. This flow is characterized by the series of wavy lines on the shield.

The three arrowheads at the base of the portcullis are adapted from the seal
of the of the Department of Defense and represent the Armed Services,
specifically the Army, Navy, and Air Force. The wreath of laurel and olive
is derived from the Department of Defense seal and connotes merit
and peace, respectively. The rays emitting from the center signify
a new day and therefore the birth of a new organization. The
thirteen gold stars, also adapted from the Department of Defense
seal, represent Congress. Dark Blue refers to the United States;
Bluebird is associated with the Department of Defense. White
signifies deeds worthy of remembrance. Gold is indicative of zeal
and achievement. – The Army Institute of Heraldry.

THE DCSA SEAL | 13

FONTS ACCEPTABLE SUBSTITUTE FONTS
Below are fonts that are acceptable substitutes when the
MAIN BODY TEXT fonts above are not available.
Calibri Light
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo Times New Roman Bold
PpQqRrSsTtUuVvXxWwYyZz 1234567890!?:;,. AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp
QqRrSsTtUuWwVvXxYyZz 1234567890!?:;,.
CALIBRI FAMILY
Times New Roman
Calibri Bold AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo QqRrSsTtUuVvWwXxYyZz 1234567890!?:;,.
PpQqRrSsTtUuVvWwXxYyZz 1234567890!?:;,.
Arial Bold
Calibri Regular AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 1234567890!?:;,.
PpQqRrSsTtUuVvWwXxYyZz 1234567890!?:;,.
Arial
Calibri Light AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 1234567890!?:;,.
PpQqRrSsTtUuVvXxWwYyZz 1234567890!?:;,.
Arial Bold Italic
Calibri Italic AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz 1234567890!?:;,.
PpQqRrSsTtUuVvWwXxYyZz 1234567890!?:;,.
Arial Italic
Calibri Bold Italic AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo QqRrSsTtUuVvWwXxYyZz 1234567890!?:;,
PpQqRrSsTtUuVvWwXxYyZz 1234567890!?:;,

14

COLOR PALETTES

PANTONE

PMS 116 PMS 285 PMS 539 PMS 000

r 244 c5 r 37 c 84 r 2 c 99 r 74 c 73
g 208 m 15 g 122 m 46 g 43 m 79 g 118 m 33
b 28 y 97 b 172 y 14 b 70 y 45 b 40 y 100
k0 k0 k 47 k 19

COLOR PALETTES | 15

EXAMPLES OF TYPICAL FLOORPLANS

LARGE ENTRY AREA

16

EXAMPLES OF TYPICAL FLOORPLANS

LARGE VTC SMALL
CONFERENCE CONFERENCE
VTC AREA VTC AREA

VTC
FLOOR PLAN | 17

SITUATION 1 OPTION 1 SEAL DIAMETER 24.00"
SET UP BASED ON WALL WIDTH CONTROL HEIGHT 36.00"

6' - 10' WIDE WALL

18

SITUATION 1 OPTION 2 SEAL DIAMETER 24.00"
SET UP BASED ON WALL WIDTH CONTROL HEIGHT 36.00"

10' - 18' WIDE WALL

SEAL STANDARDS | 19

20

I
PRODUCT
SELECTION GUIDE

TYPE A 23

VINYL GRAPHICS
LETTERING

LETTERING HEIGHT 3.25"
SEAL HEIGHT 23.75"
WIDTH Vary by letter
DEPTH 2mm
MOUNTING Adhesive backing
DESCRIPTION
Full color seal with 3.25" lettering

TYPE B

1/2" BLACK KOMATEX
WITH PLASTIC VENEER

LETTERING HEIGHT 3.25"
SEAL HEIGHT 23.75"
WIDTH Vary by letter
DEPTH 1/2" Komatex core with 1/32" veneer
MOUNTING VHB tape
DESCRIPTION
Full color digitally printed seal

22

TYPE C

1/4" PAINTED
PLASTIC LETTERING

LETTERING HEIGHT 3.25"
SEAL HEIGHT 23.75"
WIDTH Vary by letter
DEPTH 0.25"
MOUNTING VHB tape
DESCRIPTION
1/4" acrylic full color 3D printed seal with
1/4" custom painted letters

TYPE D

RECEPTION DESK

LETTERING HEIGHT 3.25"
SEAL HEIGHT 23.75"
WIDTH Vary by letter
DEPTH 1/2" Komatex core with 1/32" veneer
MOUNTING VHB tape
DESCRIPTION
Full color digitally printed seal

TYPE A LETTERING | 23

METHOD 1 B
A
1/4" KOMATEX WITH
DIGITAL PRINT AND A
OVERSIZED 1/2"
KOMATEX RING A Mounting ring
B Komatex with digital print
OUTER DIAMETER 16.00", 25.00", 37.00"
INNER DIAMETER 15.00", 24.00", 36.00"
DEPTH 0.75"
WEIGHT 16" = 1.5 LBS, 25" = 3.5 LBS
MOUNTING C bracket with 1" inset
DESCRIPTION
Direct printed acrylic with 3D image mounted
to oversized backer.

24

Front Elevation .500”

A 1165..000000”" Side Elevation
B 2254..000000”"
3376..000000”"

Mounting Elevation

1165..000000"” 2254..000000"” 3376..000000"”

60.000”

METHOD 1 | 25

METHOD 2 B
A
1/4" ACRYLIC WITH
3D PRINT AND A
OVERSIZED 1/2"
KOMATEX RING A Mounting ring
B Acrylic with 3D print
OUTER DIAMETER 16.00", 25.00", 37.00"
INNER DIAMETER 15.00", 24.00", 36.00"
DEPTH 0.75"
WEIGHT 16" = 1.5 LBS, 25" = 3.5 LBS
MOUNTING C bracket with 1" inset
DESCRIPTION
Direct printed acrylic with 3D image mounted
to oversized backer.

26

Front Elevation .500”

A 1165..000000”" Side Elevation
B 2254..000000”"
3376..000000”"

Mounting Elevation

1165..000000"” 2254..000000"” 3376..000000"”

60.000”

METHOD 2 | 27

METHOD 3

1" HDU FOAM WITH
ROUTED TEXT

OUTER DIAMETER 16.00", 25.00", 37.00" A
INNER DIAMETER 15.00", 24.00", 36.00" B
DEPTH 1.00"
WEIGHT 16" = 1.5 LBS, 25" = 3.5 LBS
MOUNTING Cleat
DESCRIPTION
1" HDU foam with routed and hand-painted graphics.

A HDU foam
B Cleat

28

Front Elevation .500”

A

1165.0.00000”" Side Elevation
2254.0.00000”"
3376.0.00000”"

Mounting Elevation

1165..000000"” 2254..000000"” 3376..000000"”

60.000”

METHOD 3 | 29

COMMAND WALL 1

HEIGHT See Drawing
WIDTH See Drawing
DESCRIPTION
Seals: 15" seals, full color digital print on 1/4" acrylic
Frames: 1/4" acrylic frames

DOD seal > need photo

mounting side profile > need photo
30

COMMAND WALL 1 | 31

COMMAND WALL 2 mounting side profile > need photo

HEIGHT 20.00"
WIDTH 35.00"
DEPTH 2.00"
MOUNTING French Cleat
DESCRIPTION
Custom blue laminate backer with magnetic frames
and full color UV printed graphics

32

COMMAND WALL 2 | 33

COMMAND WALL 3 mounting side profile > need photo

HEIGHT 34.00"
WIDTH 35.00"
DEPTH 2.00"
MOUNTING French Cleat
DESCRIPTION
Custom blue laminate backer with magnetic frames
and full color UV printed graphics

34

COMMAND WALL 3 | 35

COMMAND WALL 4 mounting side profile > need photo

HEIGHT 34.00"
WIDTH 35.00"
DEPTH 2.00"
MOUNTING French Cleat
DESCRIPTION
Custom blue laminate backer with magnetic frames
and full color UV printed graphics

36

COMMAND WALL 4 | 37

FLAGS AND SEALS

US FLAG FINIAL 00.00"

DCSA FLAG FINIAL 00.00" US FLAG FINIAL DCSA FLAG FINIAL

FLAG BASE 00.00"

FLAG SPREADER 00.00"

FLAG POLES 00.00" FLAG POLES FLAG BASE FLAG SPREADER
SEAL REFER TO PAGE X

38

US FLAG DCSA FLAG US FLAG DCSA FLAG

US FLAG DCSA FLAG

FLAGS AND SEAL | 39

FRONT DOORS SEALS

HEIGHT 00.00"
WIDTH 00.00"
DEPTH 2 mil
MOUNTING Self adhesive
DESCRIPTION
Digitally printed etched film

40

36.000" 36.000" 36.000"
CENTERED CENTERED CENTERED

15.000" 15.000" 2.25"

2.0"

84.000" 84.000"

60.00" 60.00"

FRONT DOORS | 41

FRONT ENTRY SIGN corner puck > need photo
WITH PUCKS mounting side profile > need photo

HEIGHT 7.50" Tactile > need photo
WIDTH 7.50"
DEPTH 00.00"
WEIGHT 00.00 LBS
MOUNTING XXXX
DESCRIPTION

42

OPTION 1 OPTION 2

7.500"

7.500"

0.625" 0.625"

7.500" 10.000" OFFICE OF CRITICAL
TECHNOLOGY
PROTECTION

ROOM SIGNS WITH PUCKS | 43

OFFICE SIGNAGE

Defense Counterintellence HEADQUARTERS NE STAIR 1
and Security Agency DEFENSE COUNTERINTELLENCE
FLOORS 1-2
Security AND SECURITY AGENCY
Personnel Vetting 1
Training Center Security
Veterans Department Personnel Vetting NO ROOF ACCESS
Counter Intelligence Training Center EXIT ON FLOOR 1
Education Certification Counter Intelligence
Benefits Education Certification
Knowledge Center Benefits
Technology Department Knowledge Center
Inspector General Technology Department

44

2.000" 7.500" 1.500"

4.625" First Last Conference
1.938" .187" Room
Title
.50"

84.00"

60.00"
AFF

OFFICE SIGN | 45

PHOTO WALL ART corner puck > need photo
mounting side profile > need photo
HEIGHT 24.00"
WIDTH 120.00"
DEPTH 00.00"
WEIGHT 00.00 LBS
MOUNTING XXXX
DESCRIPTION

46

136.000"

36.000"

96.000" 6.0"
24.000"

60.000"

PHOTO WALL ART | 47

PODIUMS mounting side profile > need photo

HEIGHT 00.00"
WIDTH 00.00"
DEPTH 00.00"
MOUNTING XXXX
DESCRIPTION
1/2" Komatex, full color UV printed

48

PODIUMS | 49

VIDEO TELECONFERENCING lettering > need photo
CENTER SEAL
WITH LETTERING

HEIGHT See Drawing
WIDTH 23.75"
DEPTH 00.25"
MOUNTING VHB Tape
DESCRIPTION
1/4" dimensional lettering custom painted
1/4" 3D print

50