Historically, Heraldry is the art of distinguishing military combative elements, to whit, telling the good guys from the bad. In our modern age of government we use this term to acknowledge the responsibility to research, design, standardize, and control quality and other services relating to official symbolic items. As an agency of the United States Government, the U.S. Coast Guard Auxiliary is responsible to correctly follow the guidelines as set forth by all applicable rules and regulations.
The United States Congress has designated the United States Army Institute of Heraldry (TIOH) to provide heraldic services to the agencies of the Government of the United States. Commandant Instructions have designated the Imagery Branch of U.S. Coast Guard Public Affairs (G-IPA-1) with the authority to set policy on the visual representation of the Coast Guard. All official aspects of the U.S. Coast Guard Auxiliary are regulated through the office of the Chief Director of Auxiliary (CG-3PCX). Consultation with these three entities, as well as documentation including COMDTINST M5200.14 - U.S. Coast Guard Heraldry (14 APR 1994) and the U.S. Department of Homeland Security Seal and Signature Usage Guidelines (30 JAN 2004), comprise a majority of the resources used in the formation of this Style Usage Guide.
In civilian corporate terms, Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future uses of the same product. The product of the U.S. Coast Guard Auxiliary, it can be said, is Service to those persons choosing activity in and around the waterways of the United States of America.
Official Imagery is a tool in which we may represent ourselves in the best light; to increase the perceived confidence of our customer base; and to show cohesive unity across our volunteer membership base. Because of said volunteer base, it is acknowledged that visual standards are a challenge, but no more of a challenge than the advanced standards of excellence members of the Auxiliary exhibit in all areas and programs in which we participate.
We must also accept the average member of the public does not have complete knowledge and understanding of the difference between the Auxiliary and our parent organization the U.S. Coast Guard. These lines will continue to converge in reality as it is a top-down vision to incorporate more and more Auxiliarists into direct supporting roles with the Coast Guard. It is with dual purpose to insure that our standards match that of the world's premier maritime military service organization and that the Auxiliary continues to maintain the integrity of its own unique identity. The tools brought together in this Style Usage Guide are meant to assist each and every member of the Auxiliary in meeting these goals.
As with all things the proper and consistent labeling and naming breeds quality control. As set forth by stated references the following Imagery Type Labels are designated for use.
| For Official Use Only as directed by applicable Commandant Instructions. | ||
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