IMAGE AND IDENTITY—BENEATH THE SURFACE
Most definitions of the word “image” include
“appearances” or “physical representations” of
objects, places, or people. Aesthetics are, of
course, very important in the creation of positive
images. Research indicates that 87 percent of
people’s perceptions are derived through the
sense of sight (Agriculture Handbook 462).
Scratch the surface and the word image can
reveal a sense of integrity and true identity.
Much like the saying that “beauty is more
than skin deep,” a positive image for the built
environment goes beyond appearance to include
a complete fit in the landscape and the global
environment.
Our agency’s public image is based upon people’s
impressions of the Forest Service. These
perceptions may be based upon a casual reading
of newspaper articles, a visit to a national
forest a decade ago, or the experience of driving
through a national forest without stopping.
An image that creates positive impressions
determines not only whether a person will visit
a national forest, but also whether they become
curious enough to learn more about the natural
environment. It may encourage them to learn
more about the Forest Service mission of
conservation and stewardship.
Beyond public image lie the issues of our agency’s
identity—who we really are and our values. The
basis of a successful image is the factual truth
that our identity matches our image. In short,
we must constantly reinforce the positive image
of the Forest Service as good stewards and
conservationists by making sustainable choices
in the built environment.
Moreover, we must make a visit to a national
forest a legible experience—one that helps
people understand the forces of ecology, the
nature of the landscape, and the goals of the
Forest Service. We can only achieve this by
creating a legible built environment where
buildings and structures complement the
landscape, signs are clear and instructive,
and minimal impact on the environment is
strongly evident. Even during a short stay,
visitors will easily grasp the essence of the
landscape and the Forest Service’s role as
stewards.