The Department of Homeland Security was only a month old, and already it had an image problem. It was April 2003, and Susan Neely, a close aide to DHS Secretary Tom Ridge, decided the gargantuan new conglomeration of 22 federal agencies had to stand for something more than multicolored threat levels. It needed an identity — not the “flavor of the day in terms of brand chic,” as Neely put it, but something meant to last. Nearly three years after it was created in the largest government reorganization since the Department of Defense, DHS does have a story, but so far it is one of haphazard design, bureaucratic warfare and unfulfilled promises. Full Story
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