U.S. DEPARTMENT OF THE INTERIORBUREAU OF LAND MANAGEMENT
 
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UNITED STATES DEPARTMENT OF THE INTERIOR
BUREAU OF LAND MANAGEMENT
WASHINGTON, D.C. 20240
http://www.blm.gov/

September 3, 2013

In Reply Refer To:
1786, 6300 (400) P
 
EMS TRANSMISSION 09/06/2013
Information Bulletin No. 2013-102
 
To:                   All Field Office Officials
 
From:               Assistant Director, National Landscape Conservation System and Community Partnerships
 
Subject:           The National Conservation Lands “Look and Feel” Project
          
The Bureau of Land Management (BLM) is initiating the National Conservation Lands “Look and Feel” project to design and incorporate a consistent and memorable visitor experience upon first encountering units of the BLM’s National Landscape Conservation System (National Conservation Lands). The standardized design elements could include kiosks, signage, and other physical attributes, as well as consistent messaging on various print and digital media which would serve to tie together all the units of the BLM’s National Conservation Lands, while allowing the unique landscape features and local communities to influence and generate a notable visitor experience.
 
The WO-400 directorate will be working in coordination with the BLM’s Executive Leadership Team (ELT), the National Conservation Lands Management Advisory Team (MAT), and the National Conservation Lands Communication Team. An ad hoc technical team of BLM landscape architects, interpreters, and representatives from the ELT, MAT, and Communication Team will be formed to work in partnership with the Conservation Lands Foundation (CLF).
 
On July 22, 2013, the BLM and CLF signed a Memorandum of Understanding (MOU) that establishes a framework for working together on the “Look and Feel” project. The design elements would be developed under the broader BLM design standards to convey the message that the National Conservation Lands are part of the BLM. This Information Bulletin provides some background information about the MOU (attachment 1) as well the “Look and Feel” project that the BLM is initiating under the MOU.
 
Background: The National Conservation Lands are administered by the BLM to conserve, protect, and restore nationally significant landscapes recognized for their outstanding cultural, ecological, and scientific values. Created in 2000 and codified into law through the Omnibus Public Lands Management Act of 2009, the National Conservations Lands include National Monuments, National Conservation Areas, Wilderness and Wilderness Study Areas, National Scenic and Historic Trails, and Wild and Scenic Rivers.
 
The Conservation Lands Foundation (CLF) is a national 501(c)3 non-profit organization dedicated to protecting, restoring, and expanding the National Conservation Lands through education, advocacy and partnerships. The CLF supports and networks local grassroots “Friends” organizations across the nation that work to protect these spectacular places. The CLF and the Friends organizations have and continue to partner with BLM to conserve, protect and restore the National Conservation Lands and increase public awareness.
 
The BLM and CLF share a common interest in promoting public awareness of the BLM’s National Conservation Lands. A common “Look and Feel” for the BLM’s National Conservation Lands would increase the public’s understanding of these special areas as a unified system and increase broader appreciation for the BLM and its management of these areas.
 
Establishing a common “look and feel” for the BLM’s National Conservation Lands under the broader BLM design standards entails use of a consistent visual identity [i.e. the BLM emblem (logo) and the National Conservation Lands wordmark (IM-2013-076)] on a variety of communications products. Visitors to National Conservation Lands units would be encouraged to visit other units of the BLM’s National Conservation Lands as well other BLM-managed lands.
 
Development Process: Development of the “Look and Feel” project for the BLM’s National Conservation Lands will be an iterative process in which: 1) the CLF and their contractor will come up with various ideas; 2) the ad hoc technical team will work with CLF and their contractor to refine the ideas; and 3) WO-400 will brief the BLM’s National Conservation Lands Management Advisory Team and the Executive Leadership Team.  We will likely cycle through this process until the BLM’s Executive Leadership Team agrees to a “Look and Feel” for the BLM’s National Conservation Lands.
 
If you have any questions, please contact Christopher McAlear, Deputy Assistant Director, National Landscape Conservation System and Community Partnerships (WO-400) at cmcalear@blm.gov, 202-208-3516.
 
 
Signed by:                                                                    Authenticated by:
Carl Rountree                                                               Robert M. Williams
Assistant Director                                                         Division of IRM Governance,WO-560
National Landscape Conservation System
  and Community Partnerships 
 
 
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Last updated: 09-10-2013