The U.S. State Department is merging all of the logos from its various offices and programs into a single one. (U.S. State Department)
Beattie said that inconsistent branding across State Department offices and programs has meant that sometimes U.S. efforts abroad aren’t as widely recognized, while other countries that do have uniformity in branding receive greater credit.
"There's some things you look at it, and you have no clue that's associated with the United States government at all, and that's obviously contrary to our purposes," Beattie said. "If we're contributing something great overseas, we want that positivity and that contribution to be immediately visually distinguished as something associated with the United States."
The State Department rolled out guidance on the rebranding effort Wednesday — just a day after Secretary of State Marco Rubio announced that USAID would officially no longer continue to provide foreign assistance.
STATE DEPARTMENT WILL ABSORB REMAINING USAID PROGRAMMING AS INDEPENDENT AGENCY IS DISMANTLED
Secretary of State Marco Rubio Rubio told lawmakers the restructuring aimed to "empower" regional bureaus and embassies who are responsible for spearheading the "best innovations." (Jose Luis Magana/The Associated Press)
"They are identifying problems and opportunities well in advance of some memo that works its way to me," Rubio told lawmakers. "We want to get back to a situation or we want to get to a situation where we are empowering ideas and action at the embassy level and through our regional bureaus. Those are literally the front lines of American diplomacy. And so we have structured a State Department that can deliver on that."
CLICK HERE TO GET THE FOX NEWS APP
Fox News Digital first reported in May that the agency’s reorganization plans would involve cutting or consolidating more than 300 of the agency’s 700 offices and bureaus in an attempt to streamline operations.
The reorganization involves axing roughly 3,400 State Department personnel, amounting to approximately 15% to 20% of the agency’s domestic headcount, State Department officials previously told Fox News Digital.
Diana Stancy is a politics reporter with Fox News Digital covering the White House.
https://www.foxnews.com/politics/state-department-unveils-patriotic-america-first-rebrand-part-sweeping-makeover