The US Forest Service is a sizable government agency that is based around caring for the land and serving people. Because of their old fashioned identity, as well as their unorganized and underdeveloped organization, the Forest Service is not as effective as it could be. Rebranding the whole organization required a careful understanding of who they are, what they do, what they have to say, and what makes them unique. This new brand was created to make the Forest Service more relevant, powerful, friendly, understandable, and user friendly. Included in the Re-Brand are a new logo system, a new typeface, a new Forest Service cursive, posters, stamps, a map, a badge, trail signs, advertisements, a letterhead, and business cards.