Over the last several decades, the IRS organized and managed various logos and brand images that identify IRS products and services. The last reorganization of the IRS in 1998, mandated by Public Law 105–206, established preliminary standards for creating and using IRS published products.

When there is a lack of clearly defined standards, the IRS has sometimes used the Treasury or IRS seals inappropriately by modifying the size, color, shape, content, or purpose of the seal. The IRS seal and the IRS logo have occasionally appeared on published products interchangeably and incorrectly.

Media & Publications (M&P) collaborated with Communications & Liaison (C&L) to create a partnership to properly manage IRS logos.

The Publishing function in M&P created Document 12749, IRS Design Standards & Guidelines, to help IRS product content owners/originators create IRS communications that are uniform and clear in intent and language, both verbally and visually. Document 12749 describes key branding elements and guidelines for use of design, and will help communicate the messages, maintain integrity, and fulfill the mission of IRS design standards.

IRM 1.17.7 includes critical design standards identified in Document 12749 and additional standards/guidelines implemented and approved for use by the IRS Design staff and approved stakeholders.

This update provides the IRS Design staff and stakeholders with prevailing language that supports IRS design standards and educates users on existing design guidelines and standards for various products used internally and externally.

The terminology included in this section clarifies terms that may not be generally known within the IRS.

A successful organization is built around a core set of values. These values influence behavior both internally with employees and externally with customers. Every interaction, and every communication, must be an expression of our values as an organization. By establishing a consistent connection with those served, the IRS can have a greater impact on its ability to influence interactions. The IRS Design Standards are derived from the following IRS values:

The Design Standards ensure that the IRS is clearly identified when an IRS designer uses unique images and typography to draw attention to a product or service. Applying these standards equips the IRS to maintain a consistent appearance in a variety of print and electronic communications. Although all IRS published products must reflect the IRS Design Standards, only approved visual information specialists can use and apply the standards to products. The customer, or product content owners/originators, must submit a Publishing Services Request (PSR) to meet with a visual information specialist and initiate design services. Document 12999, One Look. One Voice. One IRS, provides an overview of the design standards. Information IRS employees need to know about IRS Design Standards is posted online at: https://publish.no.irs.gov/pubsys/design/stand.html.

Every IRS written communication presented to internal and external audiences provides an opportunity to affirm and strengthen knowledge and understanding of the unique character and mission of the IRS.

The focus of graphic identity is very often a symbol or logo. However, an identity system is much more than the use of a symbol.

A comprehensive graphic system is a structure for communicating and presenting information logically, clearly, and cohesively. Adhering to commonly accepted standards is advantageous to the entire Service and allows the IRS to produce clear and understandable products in both print and electronic format.

Implementation of standards develops greater awareness of the IRS and enables the agency to convey a distinct identity through its products and programs where appropriate.

IRS Design Standards increase efficiency to help all stakeholders save time, money, and resources when developing published products.

Anyone producing materials for the IRS, including IRS employees, must adhere to the policies in IRM 1.17.7, guidelines in Document 12749, IRS Design Standards & Guidelines, as well as other requirements issued by M&P and C&L.

M&P will contact any product content owners/originators or owner if a product does not comply with the guidance set forth in IRM 1.17.7. M&P will work with each customer to resolve discrepancies.

All IRS employees, contractors, and service providers must abide by all established standards and report any misuse immediately to M&P.

M&P has the right to refuse to publish, post, create, design, alter, adjust, fix, or authorize the use of any product that does not comply with the standards set forth in IRM 1.17.7.

Failure to comply with or knowingly violate IRS Design Standards, or using any logo in an unethical way, are subject to any of the legal ramifications denoted in IRM 1.17.7.1, Legal Authority.

M&P is the steward of graphic elements for the entire IRS, regardless of the origin or entity. This stewardship includes the ownership and management of all IRS Design Standards, the IRS Seal, IRS Logo, internal endorsed logos, endorsed IRS Logos, and the law enforcement badge, as well as IRS organizational identities.

M&P shares stewardship of the IRS Design Standards with the U.S. Department of the Treasury, and manages the IRS’ visual design program in partnership with C&L.

All official logos and identity variations are cataloged to establish a library of IRS products for use by approved visual information specialists.

The IRS owns the IRS Seal, IRS Logo, endorsed IRS Logos, and the law enforcement badge.

Treasury Directive 73–04 (09–11–2001) requires that appropriate controls be placed on the use of seals and other official insignia of the department and its bureaus.

M&P manages and enforces the rules concerning all IRS Design Standards and Guidelines, including logos. See Document 12749, IRS Design Standards & Guidelines, and Document 12999, One Look. One Voice. One IRS, for additional information.

Title 18 USC 701, enacted June 25, 1948, governs the use of agency seals and insignias. This statute reads as follows: “Whoever manufactures, sells, or possesses any badge, identification card, or other insignia of the design prescribed by the head of any department or agency of the United States for use by any officer or employee thereof, or any colorable imitation thereof, or photographs, prints, or in any other manner makes or executes any engraving, photograph, print, or impression in the likeness of any such badge, identification card, or other insignia, or any colorable imitation thereof, except as authorized under regulations made pursuant to law, must be fined under this title or imprisoned not more than six months, or both.”

IRS employees are subject to the Standards of Ethical Conduct at 5 CFR Part 2635.702. The reselling of items bearing the IRS symbols to non-IRS personnel, the use of such an item to coerce a benefit, and the use of an item in a way that creates the appearance that the IRS endorses or sanctions a private activity are all examples of employee conduct that would violate the Standards of Ethical Conduct.

Seals and devices of the federal government, departments, bureaus, and independent agencies are not in the public domain, and cannot be used for other than official business without specific authorization of the agency involved. Visit the Joint Committee on Printing link for more information: https://www.hhs.gov/web/policies-and-standards/web-policies/logo-contractors/index.html.

Per 18 U.S. Code, subsection 1017, Whoever fraudulently or wrongfully affixes or impresses the seal of any department or agency of the United States, to or upon any certificate, instrument, commission, document, or paper or with knowledge of its fraudulent character, with wrongful or fraudulent intent, uses, buys, procures, sells, or transfers to another any such certificate, instrument, commission, document, or paper, to which or upon which said seal has been so fraudulently affixed or impressed, shall be fined under this title or imprisoned not more than five years, or both.

M&P has the right to incorporate all required elements for One IRS design compliance on all products submitted to Publishing. Only an approved visual information specialist should apply such design elements to products. Detailed information on the application of such design elements is published in Document 12749, IRS Design Standards & Guidelines.

Contact the IRS Design Office at https://publish.no.irs.gov/pubsys/design/index.html or (202) 317–7004 and work with an approved visual information specialist for the proper application of the IRS symbol, logo, or seal.

No new logos for any IRS staff, workgroup, program, or business operating division are allowed.

Policy prohibits use of the IRS logo, symbol, and seal on non-monetary specialty items (Trinkets, gifts, giveaways, mementos, or other tangible products such as pens, mouse pads, mugs, glasses, and lanyards, etc.), for employee recognition, retirement, and/or any other gift whether purchased using IRS funds or purchased using personal funds. The IRS logo, symbol, and seal remain the identities of the agency with strict usage guidelines for official IRS products only. The IRS Employee Recognition Program is the method and process for creating official work-related awards. For information about the Awards Program, visit: http://hco.web.irs.gov/erp/index.html.

The U.S. Department of the Treasury has specific requirements for proper use of the Treasury seal and flag. Only an approved visual information specialist must apply design elements to products. Detailed information on the application of design elements is published in Document 12749, IRS Design Standards & Guidelines.

Contact the IRS Design Office at (202) 317-7004 and work with an approved visual information specialist for the proper application of the Treasury seal or flag.

Official IRS fonts are clearly legible, professional in appearance, and must appear in all print publications to preserve the identity of the organization. Identified standard fonts appear throughout the agency on various products to provide continuity and consistency in support of the design standards.

The IRS Wayfinding System creates a consistent yet effective way for all IRS offices to identify themselves without the use of individual logos. When creating materials for internal communications, products must follow the wayfinding system to simplify the identification of the origin of materials.

The wayfinding system has two basic configurations, as depicted in Figure 1.17.7-7, Wayfinding System Configuration Examples. Configuration A uses only the BOD name. Configuration B includes both the BOD name and BOD entity name.

Figure 1.17.7-7

IRS Wayfinding System Configuration ExamplesThe IRS Wayfinding System includes text and other elements that create a consistent, effective way for all IRS offices to identify themselves.

Please click here for the text description of the image.

Published products must adhere to the following typographic guidelines:

Colors used for all parts of the IRS Wayfinding System are black, white, or IRS Blue, the primary IRS color. It is at the discretion of the visual information specialist, giving consideration for the design concept, to provide a final color selection.

Only approved visual information specialists can apply the IRS Wayfinding System as described above and in Document 12749, IRS Design Standards & Guidelines.

Product identification must appear on all official IRS products in hard copy and electronic format. The Product Identifier distinguishes products and revisions from one another for cataloging and ordering purposes.

The IRS Product Identifier must appear on all:

Customers can obtain an official Product Identifier number by submitting a PSR at https://caps-as.enterprise.irs.gov/psr/app.

Both the IRS Logo and Product Identifier must appear on all IRS products.

The IRS Color System is built around the identifying color pairing of Pantone Matching System (PMS) 301C (IRS Blue) and the accent color, Process Cyan. IRS Blue is widely recognized and associated with the IRS and is the only color (other than black or white) that is acceptable for use in the IRS Logo, Symbol and Wayfinding System.

Four other color pairs are allowed for use as a secondary color treatment for any business operating division and their offices.

A third level of color treatment consists of tonal ranges established from a preset color palette. Selections from the third level can appear in conjunction with IRS Blue or the secondary level of colors at the discretion of the approved visual information specialist.

An iconic shape derived from the outline of the IRS Eagle (Symbol) for use as a graphic element is illustrated below in Figure 1.17.7-11. The shape can appear in creative ways such as:

The IRS iconic shape cannot serve as a frame or background for:

A library of icons uses the iconic shape as a frame for consistency. These icons are universal in nature and can represent any office throughout the IRS. Icons bring an added dimension of illustration to a layout and can help attract attention to any object or element. Icons should clearly support the intended message and should be easily translated and understood.

Figure 1.17.7-11

Examples of IRS Iconic Shape Use as IconsA library of icons that use the iconic shape as frame for consistency. These icons are universal and can be used for any office throughout the IRS.

Please click here for the text description of the image.

Only approved visual information specialists can apply the IRS iconic shape as described above. Please consult with a visual information specialist for specific usage, per Document 12749, IRS Design Standards & Guidelines.

Use clean, uncluttered, graphic photography with bold or monochromatic color whenever possible. Subject matter must emphasize diversity, collaboration, innovation, knowledge, thoughtfulness and other key descriptors of the IRS. Lighting must be clean and without heavy shadows for a friendly and engaging look.

All photography used in IRS published products must be the sole property of the IRS. Refer to IRM 1.17.8.6, Copyright and Copyrighted Material, regarding ownership and copyright concerns.

The IRS Design Office has the right to refuse the use of any photography that has not been legally obtained or is not owned by the IRS.

Any photography provided must be high resolution, include the requirements described above, and compliment the overall concept of the design. A visual information specialist will determine if provided photography is appropriate for use.

An IRS employee and, at times, outside vendors must use Form 14483-A, Model/Photo Release, posted online at https://publish.no.irs.gov/cat12.cgi?request=CAT1&catnum=62632, to state their acceptance and agreement with the use of their likeness, photos, or images in an IRS product.

IRS standardized templates are available in several product formats for use to create efficiency and ensure a professional and consistent look across a wide range of publications and materials by supplying the required fonts, colors, and IRS logo.

Template specifications are outlined in Document 12749, IRS Design Standards & Guidelines. Contact the IRS Design Office to obtain templates and instructions on how to use templates.

Chart and graph format specifications are outlined in Document 12749, IRS Design Standards & Guidelines. Contact the IRS Design Office for instructions on how approved visual information specialists will format charts and graphs.

To maintain clarity and consistency throughout the organization, all charts created for use in IRS materials must follow the format of the examples shown in the IRS Design Standards and Guidelines. Adherence to the color hierarchy and values shown will ensure maximum readability. Reference Document 12749, IRS Design Standards & Guidelines at https://publish.no.irs.gov/cat12.cgi?request=CAT1&catnum=53677 for additional information.

Illustrations include non-photographic images, sketches, drawings, and clip art, whether created by hand or electronically. Format specifications are outlined in Document 12749, IRS Design Standards & Guidelines. Contact the IRS Design Office for instructions on how visual information specialists will format approved Illustrations.

By adding campaign parameters to the destination URLs you use in your ad campaigns, you can collect information about the overall efficacy of those campaigns, and also understand where the campaigns are more effective. For example, you could use custom campaign parameters to find out how many visitors come to your site from a letter, notice, publication, a QR code, email newsletter link, social media post, etc.

To learn more about campaign parameters and how they could benefit you, contact OLS (IRS Online Services) at Web/Application Data and Analytics Requests and select “Request a Consultation” to begin the process.

Friendly URLs make it easier for customers to type destination URLs into their browsers when the destination URL contains too many characters (40 or more characters). For example, “irs.gov/account” is a friendly URL. When typed into the browser it navigates to https://www.irs.gov/payments/your-online-account.

Friendly URLs are generally only necessary when adding URLs to your printed product. Designers can embed URLs into content within electronic-only products, and will not require the creation of a Friendly URL.

Friendly URLs do not have a shelf life associated with them.

Friendly URLs cannot be created for destination URLs outside of IRS.gov.

To request the creation of a Friendly URL, contact the OLS Helpdesk.

A QR code is a 2-D (two-dimensional) symbol developed by Denso Wave in Japan and released in 1994. A sample appears below in Figure 1.17.7-12. Denso Wave originally designed the codes for use in the automotive industry, because the code is easily interpreted by scanner equipment. Each code is a unique pattern of black squares on a white background, with larger squares at three corners. The white border is part of the code.

An IRS Endorsed Logo is an internal or external logo for high-visibility, non-departmental, or non-sectional, non-organizational programs. See Figure 1.17.7-14. IRS Endorsed Logos are for high profile/level programs such as Electronic-file (e-File), Electronic Federal Tax Payment System (EFTPS), or the Employee Resource Center.

IRS internal endorsed logos represent initiatives with Servicewide implications to IRS employees. Business operating divisions, divisions, branches, sections, and organizations may not continue using old internal logos. Only initiatives that have the signature of the IRS Commissioner may be considered to receive an internal endorsed logo and will be granted on a limited basis.

IRS external endorsed logos are used for initiatives with presidential, congressional, or Treasury mandates and most or all could receive an external endorsed logo.

Endorsed logos are used on Treasury and IRS products in conjunction with one of the identities designated below:

Published material from the Department of the Treasury for endorsed programs need not adhere to the IRS identity guidelines, as they follow the Department of the Treasury design guidelines.

Figure 1.17.7-14

Examples of Endorsed IRS LogosFigure 1.17.7-14 shows two Endorsed IRS Logos. The first logo on top is the e-file logo. The e-file logo contains the words "IRS e-file" with a horizontal lightning bolt acting as the dash between the letter ″e″ and the word "file". The second logo is the Electronic Federal Tax Payment System (EFTPS) logo. The EFTPS logo has a square fading from bottom right to top left corner of the letter E in the acronym EFTPS (next to it in bold) and the words "Electronic Federal Tax Payment System" in a smaller font under the acronym.

Please click here for the text description of the image.

Several criteria apply to all endorsed logos. Endorsed logos, along with the IRS Logo and Seal, must:

The Law Enforcement Badge is the identification used by the Criminal Investigations (CI) Division. The Law Enforcement Badge incorporates common features of other law enforcement badges and includes an embedded IRS Seal. See Figure 1.17.7-15 to view a sample Law Enforcement Badge.

No other business unit or entity in the IRS or Treasury may use the CI Law Enforcement Badge without contacting the IRS Design Office and receiving explicit written permission from CI.

Figure 1.17.7-15

Law Enforcement BadgeFigure 1.17.7-15 shows the Law Enforcement Badge worn by Criminal Investigations Special Agents. The badge is gold and shaped like a crest and contains the words "Criminal Investigations" on top followed by the words "Department of the Treasury" in all capital letters. The letters ″U″ and ″S″ are separated by the Official IRS Seal. Below the seal and the letters ″U″ and ″S″ is the text "Special Agent".

Please click here for the text description of the image.

An affiliated employee organization is an organization that holds or hosts events or meetings on a regular basis for employees of the IRS.

Affiliated employee organizations are prohibited from using any of the IRS Logos, Seals, IRS Wayfinding System, or color palette identities; however, employee organizations may use the letters IRS or spell out “Internal Revenue Service” and reference the IRS in body copy.

An affiliated employee organization may design and use their own logo on their own products. Such development is independent from the involvement of the IRS Design Office.

Publishing created the IRS Web Link image for IRS partners for placement on their websites to ensure a consistent link identifier to the official IRS website at https://www.irs.gov. Figure 1.17.7-16 depicts the IRS Web Link.

The IRS Web Link is only for use on partners’ websites and may never appear on printed materials.

Should a partner decide to use the Web widget, the encoded link must correctly connect to the official IRS website at https://www.irs.gov.

The IRS partner is not required to use the IRS Web link graphic and may simply use the official IRS website as a text-only reference.

A minimum of 10 pixels and a maximum of 20 pixels of clear space must appear around the entire image when placed on a partner’s website. If the Web Link is used on a webpage with any other logos, then the mandatory clear space must be doubled.

The IRS Web Link may never be rotated, stretched, distorted, reduced, enlarged, or edited in any way.

The IRS Web Link must only appear in the Web-safe color #0066CC. Otherwise, solid black and reversed in white is acceptable.

Figure 1.17.7-16

IRS Web LinkThe IRS Web Link image created for IRS partners for placement on their websites to ensure a consistent link to the official IRS website.

Please click here for the text description of the image.

The IRS Logo and the words "Taxpayer Assistance Center" must appear on all publications used in the TACs. When the text, "Taxpayer Assistance Center" is used separately from the logo on a publication (welcome sign, office hours sign, etc.), the IRS Logo can appear by itself in either its vertical or horizontal orientation. The Logo should be proportional to the headline text and may be aligned where appropriate. For detailed specifications on using the IRS logo and Taxpayer Assistance Center wayfinder, refer to Document 12749, IRS Design Standards & Guidelines, on the intranet at https://publish.no.irs.gov/pubsys/design/stand.html. An IRS visual information specialist must always apply the IRS logo and TAC wayfinder to TAC signage and products.