DCSA Branding Guide FIRST DRAFT

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
Fiercly 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 SECTION 7
SECONDARY BRANDING . . . . . . . . . . . . . . . . . . . 135
INTRODUCTION
KEY CONTACTS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 TASK 2 (5.5.2.1)
BRANDING OBJECTIVES. . . . . . . . . . . . . . . . . . . . . . 9
SECTION 8
TASK 1 (5.5.1.1) LEGACY SITE BRANDING. . . . . . . . . . . . . . . . . . . 143
MAP. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 144
SECTION 1 KIT CONTENTS. . . . . . . . . . . . . . . . . . . . . . . . . . . 146
THE DCSA BRAND. . . . . . . . . . . . . . . . . . . . . . . . . . 12
THE DCSA SEAL. . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 TASK 3 & 4 (5.5.3-4.24)
FONTS AND COLORS . . . . . . . . . . . . . . . . . . . . . . . 14
SECTION 9
SECTION 2 (TASK 1, PART A, 5.5.1.1.1) EXECUTIVE SITE BRANDING. . . . . . . . . . . . . . . . . 151
SEAL CONSTRUCTION. . . . . . . . . . . . . . . . . . . . . . 17
LETTERING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 SECTION 10
FLAG DETAILS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56 EXTERIOR BRANDING. . . . . . . . . . . . . . . . . . . . . . 155

SECTION 3 MISCELLANEOUS
BRAND GUIDELINES. . . . . . . . . . . . . . . . . . . . . . . . 59 INSTALLATION. . . . . . . . . . . . . . . . . . . . . . . . . . . . 160
MAINTENANCE . . . . . . . . . . . . . . . . . . . . . . . . . . . 162
SECTION 4 (TASK 1, PART A, 5.5.1.1.2-4) MATERIALS GLOSSARY . . . . . . . . . . . . . . . . . . . . . 164
SIGN SITUATIONS . . . . . . . . . . . . . . . . . . . . . . . . . . 63 WARRANTY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 166
ORDERING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 168
SECTION 5 PACKAGING. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 170
BRANDING SELECTION GUIDE . . . . . . . . . . . . . . . 73 SHIPPING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 172

SECTION 6 TABLE OF CONTENTS | 7
RECOMMENDED PHOTOGRAPHY . . . . . . . . . . . . 125

KEY CONTACTS

DCSA TALU PEOPLE SIGNS

Primary: Primary: President & Sales Administration:

Nikki Rhodes Mark Simpson Charles Kelly, Jr

571-305-6767 571-323-7582 [email protected]

610-349-6458

Accounting:
Sue Shoemaker
[email protected]
610-434-3613

Project Managment:
Roxanne Verrastro
[email protected]
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.

BRANDING OBJECTIVES | 9

10

SECTION ONE
COLORS AND FONTS

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

16

SECTION TWO
SEAL CONSTRUCTION

TASK 1, PART A, 5.5.1.1.1

17

18

SEAL CONSTRUCTION METHODS

METHOD 1 METHOD 8
1/4" COMEX WITH DIGITAL PRINT. . . . . . . . . . . . . 20 1" MODERN SEAL WITH 1/2" ACRYLIC/3D
PRINT INLAY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
METHOD 2
1/4" ACRYLIC WITH DIGITAL PRINT AND METHOD 9
1/4" C BRACKETS . . . . . . . . . . . . . . . . . . . . . . . . . . 22 1/4" ALUMINUM WITH GILCLEE GRAPHICS. . . . . . 36

METHOD 3 METHOD 10
1/4" ACRYLIC WITH 3D PRINTING. . . . . . . . . . . . . . 24 1/4" STAINLESS STEEL WITH
ETCHED GRAPHICS. . . . . . . . . . . . . . . . . . . . . . . . . 38
METHOD 4
1/4" CLEAR ACRYLIC LASER ENGRAVED METHOD 11
WITH COLORED BACKER . . . . . . . . . . . . . . . . . . . . 26 1" HDU FOAM WITH ROUTED TEXT . . . . . . . . . . . 40

METHOD 5 METHOD 12
1/4" ACRYLIC WITH 3D PRINT AND OVERSIZED FLOOR GRAPHIC . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
1/4" ACRYLIC BACK PLATE . . . . . . . . . . . . . . . . . . . 28
METHOD 13
METHOD 6 GLASS DOOR GRAPHIC. . . . . . . . . . . . . . . . . . . . . . 44
1/2" ACRYLIC WITH 3D PRINT . . . . . . . . . . . . . . . . 30

METHOD 7
1" COMEX BEVELED FRAME WITH 1/4" ACRYLIC/
3D PRINTING INLAY . . . . . . . . . . . . . . . . . . . . . . . . 32

CONSTRUCTION METHODS | 19

METHOD 1

1/4" COMEX WITH
DIGITAL PRINT

HEIGHT 15.00", 24.00", 36.00"
WIDTH 15.00", 24.00", 36.00"
DEPTH 0.25"
WEIGHT TBD
MOUNTING Double face tape
DESCRIPTION
Full color printed vinyl on 3M control tack (B)
applied to either sintra or acrylic (A).

20

Front Elevation .250”

A

15.000” Side Elevation
24.000”
36.000”

Mounting Elevation

15.000” 24.000” 36.000”

60.000”

B

METHOD 1 | 21

METHOD 2

1/4" ACRYLIC WITH
DIGITAL PRINT AND
1/4" C BRACKETS

HEIGHT 15.00", 24.00", 36.00"
WIDTH 15.00", 24.00", 36.00"
DEPTH 0.50"
WEIGHT TBD
MOUNTING Full diameter C bracket
DESCRIPTION
Full color printed vinyl on 3M control tack (B)
applied to either sintra or acrylic (A) with custom C bracket.

22

Front Elevation .500”

A

15.000” Side Elevation
24.000”
36.000”

Mounting Elevation

15.000” 24.000” 36.000”

60.000”

B

METHOD 2 | 23

METHOD 3

1/4" ACRYLIC WITH
3D PRINTING

HEIGHT 15.00", 24.00", 36.00
WIDTH 15.00", 24.00", 36.00
DEPTH 0.25"
WEIGHT TBD
MOUNTING Blind stand off with studs
DESCRIPTION
Direct printed acrylic with 3D image.
Satin aluminum stand offs.

24

.250” Side Elevation

A

15.000”
24.000”
36.000”

Mounting Elevation

15.000” 24.000” 36.000”

60.000”

B

METHOD 3 | 25

METHOD 4

1/4" CLEAR ACRYLIC
LASER ENGRAVED
WITH COLORED BACKER

HEIGHT 15.00", 24.00", 36.00
WIDTH 15.00", 24.00", 36.00
DEPTH 0.50"
WEIGHT TBD
MOUNTING C bracket with 1" inset
DESCRIPTION
Laser engraved acrylic float mounted above
colored acrylic backer.

26

.250” Side Elevation
.250”

A

15.000”
24.000”
36.000”

Mounting Elevation

15.000” 24.000” 36.000”

60.000”

B

METHOD 4 | 27

METHOD 5

1/4" ACRYLIC WITH
3D PRINT AND OVERSIZED
1/4" ACRYLIC BACK PLATE

HEIGHT 15.00", 24.00", 36.00
WIDTH 15.00", 24.00", 36.00
DEPTH 0.50"
WEIGHT TBD
MOUNTING C bracket with 1" inset
DESCRIPTION
Direct printed acrylic with 3D image mounted
to oversized backer.

28

Front Elevation .500”

A 15.000” Side Elevation
B 24.000”
36.000”

Mounting Elevation

15.000” 24.000” 36.000”

60.000”

METHOD 5 | 29

METHOD 6

1/2" ACRYLIC WITH
3D PRINTING

HEIGHT 15.00", 24.00", 36.00"
WIDTH 15.00", 24.00", 36.00"
DEPTH 0.50"
WEIGHT TBD
MOUNTING Cleat
DESCRIPTION
Direct printed acrylic with 3D image.

30

Front Elevation .500”

A

15.000” Side Elevation
24.000”
36.000”

Mounting Elevation

15.000” 24.000” 36.000”

60.000”

B

METHOD 6 | 31

METHOD 7

1" COMEX BEVELED
FRAME WITH 1/4" ACRYLIC/
3D PRINTED INLAY

HEIGHT 15.00", 24.00", 36.00"
WIDTH 15.00", 24.00", 36.00"
DEPTH 1.00"
WEIGHT TBD
MOUNTING Cleat
DESCRIPTION
Direct printed acrylic with 3D image inset to beveled Comex.

32

Front Elevation 1.000”

A 15.000” Insert Side Elevation
B 24.000”
36.000”

Mounting Elevation

15.000” 24.000” 36.000”

60.000”

METHOD 7 | 33

METHOD 8

1" MODERN SEAL WITH
1/2" ACRYLIC/3D
PRINT INLAY

HEIGHT 15.00", 24.00", 36.00"
WIDTH 15.00", 24.00", 36.00"
DEPTH 1.00"
WEIGHT TBD
MOUNTING Cleat
DESCRIPTION
Direct printed acrylic with 3D image inlaid into oversized
backer with brushed aluminum reveal.

34

Front Elevation 1.000”

A 15.000” Insert Side Elevation
B 24.000”
36.000”

Mounting Elevation

15.000” 24.000” 36.000”

60.000”

METHOD 8 | 35

METHOD 9

1/4" ALUMINUM
WITH GILCLEE GRAPHICS

HEIGHT 15.00", 24.00", 36.00"
WIDTH 15.00", 24.00", 36.00"
DEPTH 0.250"
WEIGHT TBD
MOUNTING Studs
DESCRIPTION
1/4" aluminum with chemically etched four color graphic.

36

Front Elevation .250”

A

15.000” Side Elevation
24.000”
36.000”

Mounting Elevation

15.000” 24.000” 36.000”

60.000”

B

METHOD 9 | 37

METHOD 10

1/4" STAINLESS STEEL
WITH ETCHED GRAPHICS

HEIGHT 15.00", 24.00", 36.00"
WIDTH 15.00", 24.00", 36.00"
DEPTH 0.250"
WEIGHT TBD
MOUNTING Studs
DESCRIPTION
1/4" stainless steel with chemically etched surface and
one color painted graphic.

38

Front Elevation .250”

A

15.000” Side Elevation
24.000”
36.000”

Mounting Elevation

15.000” 24.000” 36.000”

60.000”

METHOD 10 | 39

METHOD 11

1" HDU FOAM WITH
ROUTED TEXT

HEIGHT 15.00", 24.00", 36.00"
WIDTH 15.00", 24.00", 36.00"
DEPTH 0.50"
WEIGHT TBD
MOUNTING Cleat
DESCRIPTION
1" HDU foam with routed and hand-painted graphics.

40

Front Elevation .500”

A

15.000” Side Elevation
24.000”
36.000”

Mounting Elevation

15.000” 24.000” 36.000”

60.000”

METHOD 11 | 41

METHOD 12

FLOOR GRAPHIC

HEIGHT 00.00"
WIDTH 00.00"
DEPTH 00.00"
WEIGHT TBD
MOUNTING Adhesive backing
DESCRIPTION
Four color control tac vinyl graphic with anti slip laminate.

42

50.00"

METHOD 12 | 43

METHOD 13

GLASS DOOR GRAPHIC

HEIGHT 00.00"
WIDTH 00.00"
DEPTH 00.00"
WEIGHT TBD
MOUNTING Adhesive backing
DESCRIPTION
Greyscale graphic on transparent adhesive backed film.

44

A

65.000”

METHOD 13 | 45

46

LETTERING TYPES

TYPE A
VINYL GRAPHICS . . . . . . . . . . . . . . . . . . . . . . . . . . . 48

TYPE B
1/4" PAINTED PLASTIC. . . . . . . . . . . . . . . . . . . . . . 50

TYPE C
1/2" BLACK COMEX WITH PLASTIC VENEER . . . . 52

TYPE D
1/4" ALUMINUM . . . . . . . . . . . . . . . . . . . . . . . . . . . 54

LETTERING TYPES | 47

TYPE A

VINYL GRAPHICS
LETTERING

HEIGHT 00.00"
WIDTH 00.00"
DEPTH 00.00"
WEIGHT TBD
MOUNTING Adhesive backing
DESCRIPTION

48

6.00" 3.00"

TYPE A LETTERING | 49

TYPE B

1/4" PAINTED PLASTIC
LETTERING

HEIGHT 00.00"
WIDTH 00.00"
DEPTH 00.00"
WEIGHT TBD
MOUNTING Adhesive backing
DESCRIPTION

50