U.S.

Department of Homeland Security

Vehicle Guidelines

May 2004
Table of Contents

Introduction 1
DHS Branding System 2
Color Palettes 3-4
Typography 5
Vehicles Introduction 6
Ground 8
Watercraft 23
Aircraft 29
 Introduction

The vehicles that serve the Department of Homeland Security (DHS) are some of our most
important and highly visible assets. Because of their prominent roles in our day-to-day
operations, an identity system has been developed to help them instantly communicate the
authority and purpose of the DHS, its agencies and bureaus.
We are entrusted with the relentless protection and defense of America, its ideals, its way of life
and its people. We are the trusted and authoritative partner to the state, local and private sector
entities that share our mission. We are a 21st-century form of government and proud to protect
our homeland.
And our appearances must reflect our convictions.
An extension of the DHS Brand Identity Program, the following vehicle identity guidelines
document the correct usage of DHS visual elements— our seal and signature, color palette,
typography, etc.—and are meant to ensure their consistent reproduction and application to all
DHS vehicles.
These vehicle guidelines will optimize recognition by ensuring a clean, contemporary look for all
our vehicles, and should be used in conjunction with the Seal and Signature Usage Guidelines which
provide more detailed information on usage of the DHS signature and its variations.

1 U.S. Department of Homeland Security Vehicle Guidelines

 DHS Branding System
Our vehicle identity system is a major component of our branding system. Our branding system is not the same as our organizational chart. No
The objectives of our branding system are fourfold: to focus and build more than two levels have been branded because too many layers and
impact for the Department of Homeland Security, a modern and nonbu- too many symbols suggest traditional government bureaucracy and an
reaucratic form of government; to unify and strengthen the department; to unfocused organization.
help state and local entities, as well as the general public, understand the
Every DHS communication must be branded with one — and no more
role and structure of the department; and to streamline communication.
than one — of the following signatures.
Our branding system must be clear from the public’s perspective and
make minimal use of acronyms, because an abundance of acronyms
hampers clarity and directness.

DHS Signature — For use on communications emanating from the cabinet level, the five directorates,
or programs, locations and centers not directly linked to one of the Public Facing Entities shown below.

Public Facing Entities Signatures — For use on communications emanating from these organizations
with high public visibility and interaction.

U.S. Department of
Homeland Security
United States
Secret Service

Public Facing Entities Signatures, Endorsed — Please refer to The Coast Guard Correspondence Manual
or contact The Office of Government and Public Affairs of the U.S. Secret Service for more information
on using these signatures.

2 U.S. Department of Homeland Security Vehicle Guidelines

 Color Palette — Graphic Film
Color is a key component of the our vehicle identity system. As specified in All additional vehicle identification elements, which are discussed on
the Seal and Signature Guidelines, the signature should be reproduced in Page 8, use the colors specified in this palette. The specification table
full-color—Homeland Security Blue, Gray, Green, Light Blue and Red— below expresses the Homeland Security colors in Pantone® and CMYK
whenever possible. ink equivalents as well as three graphic film equivalents from manufac-
turers used by DHS agencies and bureaus.
The colors shown throughout this manual have not been evaluated by Pantone, Inc., for accuracy and may
not match the PANTONE ® Color Standards. Please refer to the current edition of the Pantone color formula
guide. PANTONE ® is a registered trademark of Pantone, Inc.

Pantone® C M Y K Avery Opaque – A8 3M Scotchlite Opaque Neschen Pro Cast

Homeland
. Security 2955 C 100 45 0 37 Majestic Blue A8525-0 Vivid Blue 180C-17 Blue 1138
Blue
Homeland
Security Cool Gray 6 C 0 0 0 28 Slate Gray A8030-0 Medium Gray 180C-31 Lt. Ash Gray 1102
Light Gray
Homeland
Security Cool Gray 11 C 0 0 0 79 Battleship Gray A8070-0 Dark Gray 180C-41 Med. Marine Gray 1104
Dark Gray
Homeland
Security 0 0 0 79 Matte White A8002-0 Matte White 150C-10 Matte White 1153
Light Gray
White
Homeland
Security 187 C 0 100 79 20 Cardinal Red A8330-0 Cardinal Red 180C-53 Cardinal Red 1120
Red
Homeland
Security 307 C 100 16 0 27 Olympic Blue A8530-0 Olympic Blue 180C-57 Olympic Blue 1136
Light Blue
Homeland
Security 370 C 56 0 100 27 Green A8678-0 Bright Green 180C-86 Emerald Green 1107
Green

3 U.S. Department of Homeland Security Vehicle Guidelines

 Color Palette — Paints
Color is a key component of the our vehicle identity system. As specified in All additional vehicle identification elements, which are discussed on
the Seal and Signature Guidelines, the signature should be reproduced in Page 8, use the colors specified in this palette. The specification table
full-color—Homeland Security Blue, Gray, Green, Light Blue and Red— below expresses the Homeland Security colors in Pantone® and CMYK
whenever possible. ink equivalents as well as the Federal Standards 595B Colors.
The colors shown throughout this manual have not been evaluated by Pantone, Inc., for accuracy and may
not match the PANTONE ® Color Standards. Please refer to the current edition of the Pantone color formula
guide. PANTONE ® is a registered trademark of Pantone, Inc.

Pantone® C M Y K Federal Standards 595B Color

Homeland
. Security 2955 C 100 45 0 37 15052
Blue
Homeland
Security Cool Gray 6 C 0 0 0 28 16515
Light Gray
Homeland
Security Cool Gray 11 C 0 0 0 79 16099
Dark Gray
Homeland
Security 0 0 0 79 17925
Light Gray
White
Homeland
Security 187 C 0 100 79 20 11086
Red
Homeland
Security 307 C 100 16 0 27 15092
Light Blue
Homeland
Security 370 C 56 0 100 27 14187
Green

4 U.S. Department of Homeland Security Vehicle Guidelines

 Typography
Typography plays a major role in shaping the vehicle identification system For all Homeland Security supporting typographic elements, including
and helps create consistency across vehicle types. In addition to the DHS identification numbers, the recommended typeface is ITC Franklin Gothic
signatures, our vehicles frequently rely on supporting messages to Demi, set in all caps. All typography appearing in the DHS Seal and
communicate their purpose and origin—Police, Border Patrol, Federal Signature System should be reproduced from the seal and signature art-
Protective Service, for example. work files. They should not be reset or altered in any way.
Note: For more information on typography, please refer to the DHS House
Style Guidelines.

ITC Franklin
Gothic Demi

Preferred style
ABCDEFGHIJKLMN
ALL CAPS
OPQRSTUVWXYZ
1234567890$&?{}
Do not set type in
lower or mixed case. abcdefghijklm
nopqrstuvwxyz

5 U.S. Department of Homeland Security Vehicle Guidelines

 Vehicles — Introduction
Extending the DHS visual system to DHS vehicles created unique The resulting identity system visually links all vehicles, regardless of type,
challenges because of the widely varying types of ground vehicles, through a bold graphic style that incorporates the elements of the DHS
aircraft and watercraft. In order to apply an effective and uniform visual house style and the elements specifically designed for the DHS vehicle
style to these vehicles, the following considerations were made: identity system.
• Variety of vehicle types
• Differentiation from state and local law enforcement
• Application of the DHS seal with the respective bureau or
agency name
• DHS house style elements
• DHS color palette
• Consistent use of DHS typeface: ITC Franklin Gothic Demi
• Legacy considerations, such as equity in color (Re: Border Patrol)
• Consistent, convenient implementation across all bureaus and
agencies across all regions

6 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Vehicles — Introduction
Our vehicle identification system was developed to present a unified The vehicle design system incorporates components from the DHS house
appearance for the wide range of vehicles that are used everyday. While style in addition to graphic elements that were designed specifically for
this system links every vehicle to the DHS, it is flexible enough to vehicles, from sedans to helicopters. With proper reproduction of the DHS
accommodate the identification of our various bureaus and agencies. Seal and Signature system, color palette, typography and graphic elements,
the system builds equity for our brand.

7 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Identification Elements
The identification elements are integral to our vehicle identity system. designs, it will be necessary at times to adjust the lockup of the elements to
Essentially a parallelogram divided into two diagonal bands, these graphic ensure their impact and the integrity of the overall design.
devices efficiently communicate our colors, complement our signature and
However, it is crucial to the success of this design system that the identi-
contribute to a modern look and feel that is unique to the DHS.
fication elements are reproduced and applied as closely to the preferred
The relationship, or lockup, of the two graphic elements is flexible in order relationship as possible.
to accommodate a vehicle’s dimensions. Because of some vehicle

Department of
Homeland Security
Full-Color Seal

Department of
Homeland Security
Dark Gray
Approved
Agency or
Bureau
Wordmark
Department of
Homeland Security
White Background

Department of
Homeland Security
Blue

8 U.S. Department of Homeland Security Vehicle Guidelines

 Identification Elements with Approved Signature Lockups
The identification elements were designed to complement the DHS Seal and As shown below, the identification elements are reproduced in
Signature System while creating a unique look and feel for our vehicles. Homeland Security Blue and Gray. The only exception to this color
combination is the U.S. Border Patrol. The blue diagonal becomes
The exhibits shown below represent the approved lockups of the DHS seal,
Homeland Security Green on all Border Patrol vehicles to represent this
wordmark and the identification elements.
long-recognized legacy color. In addition, the supporting typographic
element “Border Patrol” must always appear on these vehicles in
Homeland Security Green.

9 U.S. Department of Homeland Security Vehicle Guidelines

 Ground Vehicles — Identification Element with Seal
The exhibit below demonstrates the preferred identity system for DHS Supporting messages—such as vehicle identifier number located closer
sedans. The identification elements, as outlined on page 8, appear in the toward the headlights— appears in the ITC Franklin Gothic Demi type-
center of the sedan, in Homeland Security Dark Gray and Blue, as speci- face.
fied in the color palette, and identify the sedan as a DHS vehicle. The
Homeland Security Dark Gray diagonal has been extended to the roof line,
and the Homeland Security Dark Blue diagonal has been extended to the
bottom of the body The seal and wordmark lockup remain in the seal and
wordmark lockup appears prominently on the front door panel, for easy
identification.

E8413

10 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Ground Vehicles — Law Enforcement Sedan
The identification elements appear in the center of the sedan, in Supporting messages—such as Federal Protective Service on the rear panel
Homeland Security Dark Gray and Blue, as specified in the color palette, and the vehicle identifier number located near the headlights— appear in
and identify the sedan as a DHS vehicle. Vehicles with law enforcement the ITC Franklin Gothic Demi typeface.
authority require “Police” to be prominently displayed. The seal and
wordmark are placed on the the front corner panel to identify the
agency bureau.

11 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Ground Vehicles — Seal Only Sedan
Although used primarily for administrative purposes, the seal and
wordmark appear prominently on the front door panel to enhance
recognition of its authority and help speed access to secure areas such
as an airport tarmac.

E8413

12 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Ground Vehicles — Administrative
Ground vehicles used solely for administrative purposes are not branded.
They are identified by an official DHS license plate issued by GSA.

U.S. GOVERNMENT
DH
U.S. GOVERNMENT
DH
13835

13835
S
FOR OFFICAL USE ONLY

S
FOR OFFICAL USE ONLY

13 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Ground Vehicles — SUV
In the first exhibit, the identification elements, in Homeland Security In the second exhibit, the identification elements appear in Homeland
Blue and Dark Gray, appear in the center. The DHS signature features Security Green—reserved for Border Patrol vehicles exclusively—and Dark Gray.
prominently on the passenger side door. The vehicle identification The Border Patrol designator appears in Homeland Security Green, as
number, in Homeland Security Blue, appears on the front quarter panel. does the vehicle identification number on the front quarter panel.
All supporting identifiers are set in the ITC Franklin Gothic Demi typeface.

H9285

BORDER PATROL H9285

14 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Ground Vehicles — Humvee
In the center of the Humvee, the identification elements appear in The U.S. Customs and Border Protection signature and the Border Patrol
Homeland Security Dark Gray and Green, as specified in the color palette, designator—in the ITC Franklin Gothic Demi typeface—clearly identify
and identify the Humvee as a Border Patrol vehicle. the specific DHS agency or bureau on the front and the rear of the vehicle.

BORDER PATROL M3275

15 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Ground Vehicles — Drop In
In the center of the Drop In, the identification elements appear in The U.S. Customs and Border Protection signature and the Border Patrol
Homeland Security Dark Gray and Green, as specified in the color palette, designator—in the ITC Franklin Gothic Demi typeface—clearly identify
and identify the Drop In as a Border Patrol vehicle. the specific DHS agency or bureau at the front and the rear of the vehicle.

16 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Ground Vehicles — FEMA MERS Detachment
Below is a sample vehicle from a FEMA MERS detachment. Due to the large size of this particular vehicle, the DHS seal has been
placed on the cab door in addition to the large seal and FEMA wordmark
The identification elements appear in Homeland Security Dark Gray and
on the side. The name of the detachment, with the MERS acronym spelled
Blue, as specified in the color palette, and identify it as a DHS vehicle.
out, appears in the ITC Franklin Gothic Demi typeface.

THOMASVILLE
MOBILE EMERGENCY RESPONSE SUPPORT

17 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Ground Vehicles — Support Vehicle Tow Truck
In the center of the tow truck, the identification elements appear in The U.S. Customs and Border Protection signature and the Border Patrol
Homeland Security Dark Green and Gray, as specified in the color palette, designator—in the ITC Franklin Gothic Demi typeface—clearly identify
and identify the tow truck as a Border Patrol vehicle. the specific DHS agency or bureau.

18 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Ground Vehicles — Secret Service
Two components of our department do not use the DHS vehicle identifi-
cation system, the U.S. Coast Guard and U.S. Secret Service. These vehicles
use their own vehicle identification system with “U.S. Department of
Homeland Security” in the approved lockup with their identity. Supporting
messages may appear in ITC Franklin Gothic Demi in a prominent area
of the vehicle.

POLICE
EMERGENCY SERVICES

U.S. Department of
Homeland Security
United States
Secret Service

19 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Ground Vehicles — Off-Road Vehicles
In this example, only a small space exists to apply the identification
elements. However, the identification elements and the DHS seal clearly
and effectively convey the DHS identity.

20 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Ground Vehicles
The DHS signature, the identification elements, and the supporting To ensure the optimal visibility in low-light environments, DHS vehicles
identifiers work together to instantly communicate the identity and can be branded with reflective materials.
authority of the DHS.

21 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Ground Vehicles
U.S. Customs and Border Protection Humvee featuring the correct
application of the DHS vehicle design elements

22 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Watercraft—Hovercraft
As on ground vehicles, the DHS vehicle identification system extends to In addition to “Border Patrol”, a sector name is included, set in the ITC
our wide variety of watercraft. Franklin Gothic Demi typeface and in Homeland Security Dark Gray.
The identification elements appear in Homeland Security Dark Gray and
Green, as specified in the color palette, and identify the Border Patrol
watercraft.

BORDER
PATROL YUMA SECTOR

23 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Watercraft — Zodiac
The vehicle identification system can be easily applied to a restricted The seal and U.S. Customs and Border Protection wordmark have been
horizontal space as shown below. The identification elements appear in moved to an area that allows for maximum visibility.
Homeland Security Dark Gray and Green, as specified in the color
palette, and identify the Border Patrol watercraft.

BORDER
PATROL

BORDER
PATROL

24 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Watercraft — Fast Boats
Below are two examples of DHS fast boats. The identification elements the fast boat as a Border Patrol watercraft. The U.S. Customs and Border
appear in the preferred position with supporting identifiers on the bow. Protection signature and the Border Patrol designator—in the ITC Franklin
Gothic Demi typeface—clearly identify the Border Patrol.
In the first exhibit the the identification elements appear in Homeland
Security Dark Gray and Green, as specified in the color palette, and identify In the second exhibit, the U.S. Immigration and Customs Enforcement
signature and the police designator—in the ITC Franklin Gothic Demi
typeface—clearly identify the specific DHS agency or bureau and
its authority.

BORDER PATROL

25 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Watercraft — Safe Boat
The identification elements appear in Homeland Security Dark Gray and
Blue, as specified in the color palette, and identify the boat as a DHS vehicle.
The U.S. Immigration and Customs Enforcement signature and the police
designator—in the ITC Franklin Gothic Demi typeface—clearly identify
the specific DHS agency or bureau and its authority.

26 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Watercraft — Zodiac
U.S. Border Patrol boat featuring the correct application of the DHS vehicle
design elements.

27 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Watercraft — Fast Boat
U.S. Border Patrol boat featuring the correct application of the DHS vehicle
design elements.

28 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Aircraft — MD 500E
As on ground vehicles and watercraft, the DHS vehicle identification sys- Please refer to the color palette on pages for graphic film and paint
tem extends to our wide variety of aircraft. specifications.
The identification elements have been placed to maximize visibility and
ensure consistency. To accommodate the dimensions and functionality of
the MD 500E, the identification elements are positioned towards the rear,
and appear in Homeland Security Green—reserved for Border Patrol vehicles
exclusively—and Dark Gray. The Border Patrol designator appears in
Homeland Security Green, as does the vehicle identification number.

29 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Aircraft — Huey
The identification elements have been placed to maximize visibility and Please refer to the color palette on pages for graphic film and paint
ensure consistency. To accommodate the dimensions and functionality of the specifications.
Huey, the diagonal bands in Homeland Security Blue and Gray, are positioned
towards the rear. Identification numbers should appear in ITC Franklin
Gothic Demi in Homeland Security Blue.

N72471
1

30 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Aircraft — A-Star
The identification elements have been placed to maximize visibility and Please refer to the color palette on pages for graphic film and paint
ensure consistency. To accommodate the dimensions and functionality of the specifications.
A-Star, the identification elements, in Homeland Security Blue and Gray, are
positioned towards the rear. Additionally, the police designator appears on
the tail and across the nose in Homeland Security Blue for optimal recog-
nition. Identification numbers should appear in ITC Franklin Gothic Demi
in Homeland Security Blue.

P O L IC E

31 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Aircraft — A-Star
The identification elements have been placed to maximize visibility and Please refer to the color palette on pages for graphic film and paint
ensure consistency. To accommodate the dimensions and functionality of specifications.
the A-Star, the identification elements are positioned toward the rear. The
Border Patrol designators appear on the tail and across the nose in
Homeland Security Green—reserved for Border Patrol vehicles exclusively—as
does the vehicle identification number.

BORDER PATR
OL
BORDER

32 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Aircraft — Black Hawk
The identification elements have been placed to maximize visibility Please refer to the color palette on pages for graphic film and paint
and ensure consistency. Given the color of the Black Hawk, the seal and specifications.
wordmark are reversed to Homeland Security Light Gray. Additionally, the
police designators appear on the tail and across the nose in Homeland
Security Light Gray to support legibility. Identification numbers should
also appear in ITC Franklin Gothic Demi in Homeland Security Light Gray.

N7247R POLICE

33 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Aircraft — P3
The identification elements have been optimally placed to maximize Please refer to the color palette on pages for graphic film and paint
visibility and ensure consistency. Given the large size of the P3, a 1-color specifications.
version of the seal, in Homeland Security Blue, has been added to the tail.
Identification numbers should appear in ITC Franklin Gothic Demi in
Homeland Security Blue.

34 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Aircraft — Citation
The identification elements have been optimally placed to maximize Please refer to the color palette on pages for graphic film and paint
visibility and ensure consistency. Given the large size of the Citation, a specifications.
1-color version of the seal, in Homeland Security Blue, has been added to
the tail. Identification numbers should appear in ITC Franklin Gothic
Demi in Homeland Security Blue.

35 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings
 Aircraft — Pilatus
The identification elements have been optimally placed to maximize Please refer to the color palette on pages for graphic film and paint
visibility and ensure consistency. Given the large size of the Pilatus, a specifications.
1-color version of the seal, in Homeland Security Blue, has been added
to the tail. Identification numbers should appear in ITC Franklin Gothic
Demi in Homeland Security Blue.

N497PC

36 U.S. Department of Homeland Security Vehicle Guidelines Exhibits are schematic illustrations only and are not accurate vehicle renderings