State Department Unveils Patriotic 'america First' Rebrand As Part Of Sweeping Makeover

FIRST ON FOX: The State Department is launching a new, "America First" rebranding inaugural to consolidate each nan logos for its offices nether a singular 1 depicting nan American emblem — an effort that aligns pinch nan agency’s monolithic overhaul plans. 

Whereas abstracted logos existed antecedently for offices including embassies, bureaus and programs nether nan U.S. Agency for International Development, nan rebranding effort seeks to found "consistent branding" crossed each these platforms to champion bespeak American contributions abroad, according to a State Department official. 

"The redesign is very simple, and that was to recenter and re-anchor nan ocular personality of American efforts overseas successful nan American flag," Darren Beattie, undersecretary for nationalist diplomacy astatine nan State Department, told Fox News Digital Tuesday. 

The U.S. State Department is merging each of nan logos from its various offices and programs into a azygous one. (U.S. State Department)

Beattie said that inconsistent branding crossed State Department offices and programs has meant that sometimes U.S. efforts overseas aren’t arsenic wide recognized, while different countries that do person uniformity successful branding person greater credit. 

"There's immoderate things you look astatine it, and you person nary hint that's associated pinch nan United States authorities astatine all, and that's evidently contrary to our purposes," Beattie said. "If we're contributing thing awesome overseas, we want that positivity and that publication to beryllium instantly visually distinguished arsenic thing associated pinch nan United States."

The State Department rolled retired guidance connected nan rebranding effort Wednesday — conscionable a time aft Secretary of State Marco Rubio announced that USAID would officially nary longer proceed to supply overseas assistance. 

STATE DEPARTMENT WILL ABSORB REMAINING USAID PROGRAMMING AS INDEPENDENT AGENCY IS DISMANTLED

An American emblem and U.S., February 1, 2025.  (Annabelle Gordon/Reuters)

Fox News Digital first reported successful March that nan State Department would sorb remaining functions from nan antecedently independent organization, which delivered assistance to impoverished countries and improvement assistance. 

Compliance pinch nan rebranding effort crossed State Department offices and bureaus is slated for Oct. 1, according to Beattie. 

The effort seeks to visually complement nan State Department’s reorganization already underway, which officials person said is nan largest restructuring of nan agency since nan Cold War. 

Rubio unveiled plans successful April to revamp nan agency because nan section was "bloated, bureaucratic, and incapable to execute its basal negotiated mission."

Additionally, Rubio told lawmakers connected nan Senate Appropriations Subcommittee overseeing overseas affairs successful May that nan restructuring aimed to "empower" location bureaus and embassies who are responsible for spearheading nan "best innovations." 

RUBIO OVERHAULING 'BLOATED' STATE DEPARTMENT IN SWEEPING REFORM

Secretary of State Marco Rubio testifies earlier nan Senate Committee connected Foreign Relations proceeding to analyse nan President's projected fund petition for fiscal twelvemonth 2026 for nan Department of State connected Capitol Hill successful Washington, Tuesday, May 20, 2025. (AP Photo/Jose Luis Magana)

"They are identifying problems and opportunities good successful beforehand of immoderate memo that useful its measurement to me," Rubio told lawmakers. "We want to get backmost to a business aliases we want to get to a business wherever we are empowering ideas and action astatine nan embassy level and done our location bureaus. Those are virtually nan beforehand lines of American diplomacy. And truthful we person system a State Department that tin present connected that."

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Fox News Digital first reported successful May that nan agency’s reorganization plans would impact cutting aliases consolidating much than 300 of nan agency’s 700 offices and bureaus successful an effort to streamline operations. 

The reorganization involves axing astir 3,400 State Department personnel, amounting to astir 15% to 20% of nan agency’s home headcount, State Department officials antecedently told Fox News Digital.