U.S. Department of Homeland Security

Overview

The United States Department of Homeland Security was created in 2003 to protect and defend America, its ideals, and its citizens. The department’s inception was described as the most significant transformation of government in over half a century. Previously, no single agency was responsible for homeland security. The new department realigned a confusing patchwork of governmental groups into a single entity. The new agency provided one contact point for state and local officials and set standards for preparedness.

Challenge

Landor was asked to create the official seal and graphic style for the Department of Homeland Security. Two principal audiences were identified: the general public and employees of the agencies involved—from the U.S. Coast Guard to the bureau of U.S. Citizenship and Immigration Services. The design needed to convey the qualities that the department stood for: being innovative and proactive in its mission and being accessible and direct with the public.

Solution

Like the Great Seal of the United States, the design contained an eagle with outstretched wings. The eagle claw on the left held the traditional olive branch with 13 leaves and 13 seeds, while the claw on the right grasped 13 arrows. The eagle embraced a shield containing three elements that represented the homeland “from sea to shining sea.” The sky contained 22 stars—representative of the original 22 agencies that formed the department—shining over mountains, plains, and water.

*The U.S. government does not endorse Landor Associates.