One of Arlington County’s safety departments has undergone a staff-led rebranding effort, complete with a new name and a new look.
As of July 1, emergency management employees and those in the county’s Emergency Communications Center work in the Department of Public Safety Communications and Emergency Management. Department staff voted for the name from several suggestions.
“While we do not often change the name of our departments, and not all departments have logos, in the past 15 years some have had name changes,” said County Manager Mark Schwartz. Two examples are the current Department of Environmental Services and the Department of Parks and Recreation, which both underwent reorganizations.
At the heart of the Office of Emergency Management’s rebranding is an effort to be more inclusive of the entire department’s staff. The two initially had been separate divisions — OEM fell under the fire department and ECC under the police department — but they merged into the same department in 2004. Still, they kept their separate functions: Emergency management staff plan public preparedness campaigns and hazard and crisis mitigation, while communications staff run the 911 call center and dispatch first responders to the public.
The name, however, technically only covered the emergency management section, not the communications staff. Department director Jack Brown sought out a new name that more accurately represents both functions.
“The mission sets are a bit different, but bringing them together under one department makes a lot of sense,” said Brown. “The previous name only reflected part of the mission. We are on the same team, and our name now reflects that.”
Schwartz confirmed that these types of name changes should benefit both the county staff and the public. “Our goal is to ensure that each department’s mission and purpose is clear, both internally and publicly… We believe the new name makes the work of this critical team clear to all,” he said.
Instead of hiring an independent consultant for the rebranding, the project was fueled entirely by ECC and OEM staff, including the logo design. The logo incorporates elements representing various aspects of the department’s safety missions. For example, the radio tower represents communications, and the lightning and rain drops represent preparedness for weather events. The individual parts are encompassed within a pentagon shape.
“Our set of missions are within that pentagon. It’s a symbol, it reminds us why we’re here,” Brown said. “We’re here not just because of the Pentagon and 9/11. We’re here because really bad things happen and we want to prevent them from happening. If they do happen, we’re here to help the public get through it.”
That being said, Brown adds: “But these symbols are nothing without our people and their character. Our brand is our professionalism, our work ethic and our mutual commitment to public safety. I think these changes reflect that and I’m proud of this department and its future.”
