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A Talk on the Wild Side.

Curator's Corner: Our First Modern Logo

  early FWS logo

After using a series of embroidered felt patches adorned with rudimentary birds and lettering in various configurations to signify the U. S. Biological Survey, a more modern or intricate logo was needed to depict the U.S. Fish and Wildlife Service. So where did our first modern logo, which mirrors our current logo, come from? The idea came from Doug Swanson on February 22, 1948. Doug found some color pictures of a Canada goose in flight in an Ethyl advertisement in the Saturday Evening Post. Then he shopped for a can of salmon that had a properly sized picture of a salmon on the label. He arranged these cutouts within a circle. Then he added the Department of the Interior and Fish and Wildlife Service lettering in black and orange in the bordering circle. A flying waterfowl over a salmon has been used from then until modern times. Our logo story began with a salmon can and an advertisement.

Jeanne M. Harold, curator of the U.S. Fish and Wildlife Service Museum and Archives at the National Conservation Training Center in Shepherdstown, West Virginia, says the history surrounding the objects in the museum gives them life.

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Fish & Wildlife News  
  • This article is from the fall issue of Fish & Wildlife News, our quarterly magazine.

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