New Voice of America logo is old but its return may be a good sign, perhaps

There is little new about the new Voice of America logo. It’s basically a return to the VOA’s old red, white and blue logo. The old logo was discarded several years ago by the Broadcasting Board of Governors (BBG) for looking “too American.”

It was all during the time when the Voice of America brand and its traditional logo were seen by the BBG as a liability, especially in the Muslim world. Former BBG members ended all VOA programs in Arabic and launched two new broadcasting entities, Radio Sawa and Alhurra TV. They made sure that there was no reference to America in the new names and that both stations would be separate from VOA. Just in case some other VOA programs were still to be seen in the Muslim world, the red, white and blue VOA logo became blue, gray and green.

The newly-appointed VOA director David Ensor has taken a different approach, although there is only so much he can do without the approval of the BBG members. He seems at least to understand the importance of the Voice of America as the official voice of the American people in communicating with foreign audiences. The problem is that most BBG members and BBG executives who advise them still want to de-federalize VOA. They also had tried but failed last year to terminate all VOA radio and television broadcasts to China.

The return of the old logo under Ensor’s leadership may be one of the first signs that the influence of the BBG bureaucratic faction that has been slowly stripping VOA of its broadcasting services and has given the BBG the worst-managed federal agency rating may now be declining. Director Ensor and BBG member Victor Ashe have met with the employees of the VOA China Branch and presented them with the Certificate of Recognition, which was signed by all BBG members, to mark the 70th anniversary of VOA broadcasting to China. But whether Ensor will oppose de-federalization of VOA and centralization of news gathering remains to be seen. Ensor is after all an old friend of the BBG Chairman Walter Isaacson. Ensor is a former CNN correspondent and Isaacson was at one time running CNN.

BBG Watch sources report that BBG executives, including Jeff Trimble and Bruce Sherman, who were responsible for ending VOA broadcasts to Russia and tried to end VOA broadcasts to China, still have Isaacson’s ear. They are also the main authors of the BBG strategic plan which calls for de-federalization of VOA and Radio and TV Marti and for merging the surrogate broadcasters like Radio Free Asia and Radio Free Europe/Radio Liberty into a large corporate bureaucracy.

These plans are in line with Isaacson’s vision of creating a global news agency funded by U.S. taxpayers and presumably run by former CNN employees, several of whom have already been placed in key management positions at the BBG. Critics call this a completely unrealistic and unworkable plan that would destroy the independence, specialization, and effectiveness of the surrogate broadcasters while also destroying the Voice of America’s primary function as the official voice of the American people for audiences abroad. Whether the new/old VOA logo signifies an attempt to halt this insane plan remains to be seen.

A BBG Insider’s Comment:

“A global news agency envisioned by Isaacson and his BBG collaborators will no doubt have to have a new name (it could hardly be called the BBG global news agency) — yet another new brand to further diminish the Voice of America and the VOA brand. BBG Insider suggests the name “Walter’s news agency” — some people might confuse it with a real news agency with a similar sounding name and take it seriously. Not. We’re quite sure though they will not confuse it with America or anything American, like the Voice of America. That name should be banned forever because it reminds people that America is, God forbid, American. Perhaps David Ensor should reconsider his decision to restore the red, white and blue Voice of America logo and to visit VOA broadcasting services that BBG executives would love to silence. If he knows what’s good for him, that is. Otherwise, he might have to do good on his earlier threat to resign. And a word of advice for the BBG Chairman Walter Isaacson:

Dear Walter, here are three words that describe successful U.S. international broadcasting: specialization, specialization, specialization.

Here are three words that describe ineffective and counterproductive U.S. international broadcasting: centralization, centralization, centralization.

You choose.”

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From an official VOA announcement:

New VOA Logo Implementation

As announced last month by Director Ensor, the VOA logo is being updated with
new colors. We are using a phased approach, with full implementation including
signage and promotional items occurring over several months.
Broadcast and web products are top priorities, and many will launch the week of
January 16th with new graphics and updated promotions. Studio 52 will be first,
with other studios and programs transitioning shortly thereafter.
VOA logos for print, web, and TV, and a VOA business card template are now
available in Sharepoint. http://inside.bbg.gov/offices/marketing/graphics/default.aspx
Microphone flags have been ordered and will be distributed as soon as possible.
The new Logo Usage Guide will be released in early February.
If you have specific questions, please contact Diane Butts dbutts@VOANews.com

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