Over the last several decades, the IRS organized and managed various logos and brand images that identified IRS products and services. The last reorganization of the IRS in 1998, mandated by Public Law 105–206, established preliminary standards for creating and using IRS published products. This does not include IRS.gov or other digital application products.

When there is a lack of clearly defined standards, the IRS has historically used the Treasury or IRS seals inappropriately by modifying the size, color, shape, content, or purpose of the seal. The IRS Seal and the IRS Logo have occasionally appeared on published products interchangeably and incorrectly.

In 2004, the Communications & Liaison (C&L) Executive agreed to serve as the ONE IRS Design Management Project Sponsor - to champion the project at the highest level of the IRS and communicate effectively to IRS executives and key stakeholders. To date, Media & Publications (M&P) and Communications & Liaison (C&L) continue to promote ONE IRS Design Standards to ensure IRS properly addresses the IRS Logo, IRS Seal, and any approved internal IRS Identifiers. The ONE IRS Design Management Project gave the IRS Design Services office ownership and enforcement over management of the IRS Seal, IRS Logo, and any approved IRS identifiers.

The Publishing function in M&P created Document 12749, ONE IRS Design Standards & Guidelines, to provide uniform and clear IRS visual communication standards for IRS product owners/originators. Document 12749 describes key branding elements and guidelines for use of design, and will help communicate the messages, maintain integrity, and fulfill the mission of IRS design standards.

IRM 1.17.7 includes critical design standards identified in Document 12749 and additional standards/guidelines implemented and approved for use by the IRS Design staff and approved stakeholders.

This update provides the IRS Design staff and stakeholders with prevailing language that supports IRS design standards and educates users on existing design guidelines and standards for various products used internally and externally.

Publishing’s authority as the official IRS publisher is documented in IRM 1.17.9.6, Roles and Responsibilities When Publishing a Product.

This section explains the graphic design responsibilities associated with being a published product originator and the roles and responsibilities of all involved in the IRS graphic design processes.

Program Reports. Balanced measures for tax and non-tax products.

Program Effectiveness. The Computer Assisted Publishing System (CAPS) has reporting capabilities that enable management and employees to monitor and track delivery of Publishing products and services.

The Computer Assisted Publishing System (CAPS) has reporting capabilities that enable management and employees to monitor and track delivery of Publishing products and services.

The terminology included in this section clarifies terms that may not be generally known within the IRS.

Document 12687, Getting Your Information Published at the IRS

Document 12616, Design Guidelines for IRS Internal and Non-Tax Public Use Forms

IRM 1.17.7, Use of the Official IRS Seal, IRS Logo, Program Logos and Internal Logos

IRM 1.17.1, Publishing, Overview of Publishing Authorities, Roles and Responsibilities, and Organizational Structure

Every IRS written communication presented to internal and external audiences provides an opportunity to affirm and strengthen knowledge and understanding of the unique character and mission of the IRS.

The focus of graphic identity is very often a symbol or logo. However, an identity system is much more than the use of a symbol.

A comprehensive graphic system is a structure for communicating and presenting information logically, clearly, and cohesively. Adhering to commonly accepted standards is advantageous for the entire IRS and allows the IRS to produce clear and understandable products in both print and electronic format.

Implementation of standards develops greater awareness of the IRS and enables the IRS to convey a distinct identity through its products and programs where appropriate.

IRS Design Standards increase efficiency to help all stakeholders save time, money, and resources when developing published products.

Anyone producing printed or digital materials for the IRS, including IRS employees, must adhere to the policies in IRM 1.17.7, guidelines in Document 12749, IRS Design Standards & Guidelines, as well as other publishing/posting requirements issued by M&P and C&L’s communication policies, tools, and processes. This does not include IRS.gov and its authenticated and unauthenticated applications and products (ex. Individual Online Account, Business Tax Account, Tax Pro Account, Tax Withholding Estimator, Where's my Refund, etc.). See IRM 2.25.101, IRS.gov Web Content Management Procedures.

M&P will contact any product content owners/originators or owner if a product does not comply with the guidance set forth in IRM 1.17.7. M&P will work with each customer to resolve discrepancies.

All IRS employees, contractors, and service providers must abide by all established standards and report any misuse immediately to M&P.

M&P has the right to refuse to publish, post, create, design, alter, adjust, fix, or authorize the use of any product that does not comply with the standards set forth in IRM 1.17.7.

Failure to comply with or knowingly violate IRS Design Standards, or using the IRS Logo, IRS Seal, or any IRS Identifiers in an unethical way, are subject to any of the legal ramifications denoted in IRM 1.17.7.2, Legal Authority.

M&P is the steward of graphic elements for the entire IRS. This stewardship includes the ownership and management of all IRS Design Standards, the IRS Seal, IRS Logo, internal IRS Wayfinder system, endorsed IRS program identifiers, and the law enforcement badge, as well as IRS organizational identities.

M&P shares stewardship of the IRS Design Standards with the U.S. Department of the Treasury, and manages the IRS’s visual design program.

All official logos and identity variations are cataloged to establish a library of IRS products for use by approved IRS Design Services office visual information specialists.

The IRS owns the IRS Seal, IRS Logo, endorsed IRS Endorsed Program Identifiers, and all identifiers using the IRS Wayfinder Identifier system, and the law enforcement badge.

Treasury Directive 73–04 (09–11–2001) requires that appropriate controls be placed on the use of seals and other official insignia of the department and its bureaus.

M&P manages and enforces the rules concerning all IRS design standards and guidelines, including logos and identifiers. See Document 12749, IRS Design Standards & Guidelines, and Document 12999, One Look. One Voice. One IRS, for additional information. IRS.gov-specific design standards are included in IRS Website Design Standards at https://online-design-guide-master-pl.irslabs.org/getting-started.

Title 18 USC 701, enacted June 25, 1948, governs the use of IRS seals and insignias. This statute reads as follows: “Whoever manufactures, sells, or possesses any badge, identification card, or other insignia of the design prescribed by the head of any department or agency of the United States for use by any officer or employee thereof, or any colorable imitation thereof, or photographs, prints, or in any other manner makes or executes any engraving, photograph, print, or impression in the likeness of any such badge, identification card, or other insignia, or any colorable imitation thereof, except as authorized under regulations made pursuant to law, must be fined under this title or imprisoned not more than six months, or both.”

IRS employees are subject to the Standards of Ethical Conduct at 5 CFR Part 2635.702. The reselling of items bearing the IRS symbols (including the IRS Symbol, IRS Logo, and IRS Seal) to non-IRS personnel, the use of such an item to coerce a benefit, and the use of an item in a way that creates the appearance that the IRS endorses or sanctions a private activity are all examples of employee conduct that would violate the Standards of Ethical Conduct.

Seals and devices of the federal government, departments, bureaus, and independent agencies are not in the public domain, and cannot be used for other than official business without specific authorization of the agency involved. Visit the Joint Committee on Printing link for more information: https://www.hhs.gov/web/policies-and-standards/web-policies/logo-contractors/index.html.

Per 18 U.S. Code, subsection 1017, Whoever fraudulently or wrongfully affixes or impresses the seal of any department or agency of the United States, to or upon any certificate, instrument, commission, document, or paper or with knowledge of its fraudulent character, with wrongful or fraudulent intent, uses, buys, procures, sells, or transfers to another any such certificate, instrument, commission, document, or paper, to which or upon which said seal has been so fraudulently affixed or impressed, shall be fined under this title or imprisoned not more than five years, or both.

M&P has the right to incorporate all required elements for ONE IRS design compliance on all products submitted to Publishing. Detailed information on the application of such design elements is published in Document 12749, ONE IRS Design Standards & Guidelines. C&L’s Social Media team defines editorial and design standards for all IRS social media accounts and maintains creative control of all social media content on behalf of the IRS. For information refer to IRM 11.1.3, Communications, Contact with the Public and the Media.

Contact the IRS Design Services office at https://publish.no.irs.gov/pubsys/design to work with an approved IRS Design Services office visual information specialist for the proper application of the IRS Symbol, IRS Logo, or IRS Seal.

No new development of logos or use of old logos for any IRS staff, work group, program, or business operating division are allowed. The ONE IRS Design Standards & Guidelines accommodate all parties of the IRS to identify themselves using the IRS Wayfinder Identifier system.

Policy prohibits use of the IRS Logo, IRS Symbol, and IRS Seal on non-monetary specialty items (Trinkets, gifts, giveaways, mementos, or other tangible products such as pens, mouse pads, mugs, glasses, and lanyards, etc.), for employee recognition, retirement, and/or any other gift whether purchased using IRS funds or purchased using personal funds. The IRS Logo, IRS Symbol, and IRS Seal remain the IRS identities of the IRS with strict usage guidelines for official IRS products only. The IRS Employee Recognition Program is the method and process for creating official work-related awards. For information about the Awards Program, visit: https://irsgov.sharepoint.com/sites/EmployeeResources/SitePages/AwardsRecognition.aspx.

The U.S. Department of the Treasury has specific requirements for proper use of the Treasury Seal and Flag. Only a IRS Design Services Office visual information specialist may apply design elements to products. Detailed information on the application of design elements is published in Document 12749, ONE IRS Design Standards & Guidelines.

Contact an IRS Design Services office visual information specialist for the proper application of the Treasury Seal or Flag.

Official IRS fonts are clearly legible, professional in appearance, and must appear in all print publications to preserve the identity of the organization. Identified standard fonts appear throughout the IRS on various products to provide continuity and consistency in support of the design standards.

The IRS Wayfinder Identifier system creates a consistent yet effective way for all IRS offices to identify themselves without the use of individual logos. When creating materials for internal communications, products must follow the Wayfinder Identifier system to simplify the identification of the origin of materials.

The Wayfinder Identifier system has two basic configurations, as depicted in Figure 1.17.7-8, Wayfinder Identifier System Configuration Examples. Configuration A uses only the BOD name. Configuration B includes both the BOD name and BOD entity name.

Figure 1.17.7-8

IRS Wayfinder Identifier System Configuration ExamplesThe IRS Wayfinder Identifier system includes text and other elements that create a consistent, effective way for all IRS offices to identify themselves.

Please click here for the text description of the image.

Published products must adhere to the following typographic guidelines:

Colors used for all parts of the IRS Wayfinder Identifier system are black, white, or IRS Blue, the primary IRS color. It is at the discretion of the IRS Design Services office visual information specialist, giving consideration for the design concept, to provide a final color selection.

Only approved IRS Design Services office visual information specialists can apply the IRS Wayfinder Identifier system as described above and in Document 12749, ONE IRS Design Standards & Guidelines.

Product identification must appear on all official IRS products in print and electronic format. The Product Identifier distinguishes products and revisions from one another for cataloging and ordering purposes.

The IRS Product Identifier must appear on all:

Customers can obtain an official Product Identifier number by submitting a PSR at PSRApp.

Both the IRS Logo and Product Identifier must appear on all IRS products.

The IRS Color System is built around the identifying color pairing of Pantone Matching System (PMS) 301C (IRS Blue) and the accent color, Process Cyan. IRS Blue is widely recognized and associated with the IRS and is the only color (other than black or white) that is acceptable for use in the IRS Logo, Symbol and Wayfinder Identifier system. Only an IRS Design Services office visual information specialist has the authority to apply other colors following the Color Palette guidance outlined in Document 12749, ONE IRS Design Standards & Guidelines.

Four other color pairs are allowed for use as a secondary color treatment for any business operating division and their offices.

A third level of color treatment consists of tonal ranges established from a preset color palette. Selections from the third level can appear in conjunction with IRS Blue or the secondary level of colors at the discretion of the approved IRS Design Services office visual information specialist.

An iconic shape derived from the outline of the IRS Eagle (Symbol) for use as a graphic element is illustrated below in Figure 1.17.7-12. The shape can appear in creative ways such as:

The IRS iconic shape cannot serve as a frame or background for:

A library of icons uses the iconic shape as a frame for consistency. These icons are universal in nature and can represent any office throughout the IRS. Icons bring an added dimension of illustration to a layout and can help attract attention to any object or element. Icons should clearly support the intended message and should be easily translated and understood.

Figure 1.17.7-12

Examples of IRS Iconic Shape Use as IconsA library of icons that use the iconic shape as frame for consistency. These icons are universal and can be used for any office throughout the IRS.

Please click here for the text description of the image.

Only approved IRS Design Services office visual information specialists can apply the IRS iconic shape as described above. Please consult with a IRS Design Services office visual information specialist for specific usage of IRS iconic shapes as described in Document 12749, ONE IRS Design Standards & Guidelines and Document 12749-A-1, ONE IRS Design Standards & Guidelines: IRS Icon Creation Design Standards.

Use clean, uncluttered, graphic photography with bold or monochromatic color whenever possible. Subject matter must emphasize uniqueness, collaboration, innovation, knowledge, thoughtfulness and other key descriptors of the IRS. Lighting must be clean and without heavy shadows for a friendly and engaging look.

All photography used in IRS published products must be the sole property of the IRS. Refer to IRM 1.17.8.6, Copyright and Copyrighted Material, regarding ownership and copyright concerns.

The IRS Design Services office has the right to refuse the use of any photography that has not been legally obtained or is not owned by the IRS.

Any photography provided must be high resolution, include the requirements described above, and complement the overall concept of the design. An IRS Design Services office visual information specialist will determine if provided photography is appropriate for use.

An IRS employee and, at times, outside vendors must use Form 14483-A, Model/Photo Release, posted online at ModelPhotoReleaseForm, to state their acceptance and agreement with the use of their likeness, photos, or images in an IRS product.

IRS standardized templates are available in several easy-to-use product formats (such as PowerPoint and Word) to help the user efficiently create internal miscellaneous materials. The required fonts, colors, and IRS authorized logo are included in each file to ensure a professional and consistent look across a wide range of internal products.

Template specifications are outlined in Document 12749, ONE IRS Design Standards & Guidelines. Visit the IRS Design website at IRSDesignWebsite for access to the template files.

Copying of the IRS Logo and graphics from these templates to use in other products is not permitted.

Chart and graph format specifications are outlined in Document 12749, IRS Design Standards & Guidelines. Contact the IRS Design Services office for instructions on how IRS Design Services office visual information specialists will format charts and graphs.

To maintain clarity and consistency throughout the organization, all charts created for use in IRS materials must follow the format of the examples shown in the IRS design standards and guidelines. Adherence to the color hierarchy and values shown will ensure maximum readability. Please consult with a IRS Design Services office visual information specialist for specific usage, per Document 12749, ONE IRS Design Standards & Guidelines and Document 12749-A-2, ONE IRS Design Standards & Guidelines: IRS Tables & Graphs.

Illustrations include non-photographic images, sketches, drawings, and clip art, whether created by hand or electronically. Format specifications are outlined in Document 12749, IRS Design Standards & Guidelines. Contact the IRS Design Services Office for instructions on how IRS Design Services office visual information specialists will format approved Illustrations.

UTM parameters (also known as campaign parameters, tracking parameters) is a snippet of text added to the end of the destination URL to track the metrics and performance of a specific marketing campaign.

By adding UTM parameters to the destination URLs you use in your marketing campaigns, you can collect information about the overall efficacy of those campaigns, and also better understand where the campaigns are most effective. UTM parameters can contain up to five parameters: campaign, source, medium, content, and term.

To learn more about UTM parameters and how they could benefit you, reference Document 14494, How to Request UTM URLs at RequestUTMURLs for additional information.

A vanity URL (also know as a friendly URL) is a type of custom URL meant not only to be more memorable and readable than a typical URL, but also easier for customers to access and engage with. These custom URLs primarily maximize the impact of their URLs by creating a lasting and strong impression with the customer from the start. A vanity URL looks like a simple URL that is easy to remember. However, it is actually an embedded link that, once clicked, redirects to a more complex, longer URL. For example, “IRS.gov/account” is a vanity URL. When typed into the browser it navigates to https://www.irs.gov/payments/your-online-account.

To learn more about Vanity URLs and how they could benefit you, reference Document 14494-A, How to Request a Vanity URL, at RequestVanityURL for additional information.

The IRS uses QR codes to expand on the IRS strategic goal of improving service to make voluntary compliance easier and the objective to provide taxpayers with targeted, timely guidance and outreach.

IRS Design Services office visual information specialists can guide the product content owners/originators about when and how best to apply QR codes.

The IRS endorsed program identifier is a high-visibility, non-departmental, non-sectional, non-organizational graphic for external communications. IRS endorsed program identifiers are for public-facing, high profile, and high-level programs, such as Electronic Filing (e-File), Continued Education (CE), or Earned Income Tax Credit (EITC). The overall scope of the IRS Endorsed Program Identifier is intentionally limited in application. The IRS Endorsed Program Identifier is not to be used by an individual, project team, program or office within IRS that does not meet the criteria above. See

Only a IRS Design Services office visual information specialist from the IRS Design Services Office may develop an IRS Endorsed Program Identifier, and only when the request meets the strict IRS Endorsed Program Identifier criteria. Contact the IRS Design Services Office at PublishingWebsite to work with an approved IRS Design Services office visual information specialist for the proper application of the IRS Endorsed Program Identifier.

The Law Enforcement Badge is the identification the Criminal Investigations (CI) division uses. The Law Enforcement Badge incorporates common features of other law enforcement badges and includes an embedded IRS Seal. See Figure 1.17.7-14 to view a sample Law Enforcement Badge.

CI is the law enforcement division of the IRS. In early 2021, the IRS Commissioner approved a branding identity and set of standards found in Document 13458, Criminal Investigation Branding Standards, at CI Branding Standards.

The Criminal Investigation Branding Standards establish CI’s control over their branding system, and it describes proper use of and processes for applying CI’s branding elements. Topics covered in the branding standards include, but are not limited to

To request the design services for CI products, please fill out and submit Form 13437 at RequestCIDesignServices.

All official IRS products (including CI official published products) in hard copy and electronic format must include the IRS Product Identifier, which distinguishes products and revisions from one another for cataloging and ordering purposes. CI customers can obtain an official Product Identifier number by submitting a PSR at PSRApplication.

No other business unit or entity in the IRS or Treasury may use the CI Law Enforcement Badge without contacting the IRS Design Services Office and receiving explicit written permission from CI.

Figure 1.17.7-14

Law Enforcement BadgeFigure 1.17.7-14 shows the Law Enforcement Badge worn by Criminal Investigations Special Agents. The badge is gold and shaped like a crest and contains the words "Criminal Investigations" on top followed by the words "Department of the Treasury" in all capital letters. The letters ″U″ and ″S″ are separated by the Official IRS Seal. Below the seal and the letters ″U″ and ″S″ is the text "Special Agent".

Please click here for the text description of the image.

An affiliated employee organization is an organization that holds or hosts events or meetings on a regular basis for employees of the IRS.

Affiliated employee organizations are prohibited from using any of the IRS Logos, Seals, IRS Wayfinder Identifier System, or color palette identities; however, employee organizations may use the letters IRS or spell out “Internal Revenue Service” and reference the IRS in body copy.

An affiliated employee organization may design and use their own logo on their own products. Such development is independent from the involvement of the IRS Design Services Office.

Publishing created the IRS Web Link image for IRS partners for placement on their websites to ensure a consistent link identifier to the official IRS website at https://www.irs.gov. Figure 1.17.7-15 depicts the IRS Web Link.

The IRS Web Link is only for use on partners’ websites and may never appear on printed materials.

Should a partner decide to use the Web widget, the encoded link must correctly connect to the official IRS website at https://www.irs.gov.

The IRS partner is not required to use the IRS Web link graphic and may simply use the official IRS website as a text-only reference.

A minimum of 10 pixels and a maximum of 20 pixels of clear space must appear around the entire image when placed on a partner’s website. If the Web Link is used on a webpage with any other logos, then the mandatory clear space must be doubled.

The IRS Web Link may never be rotated, stretched, distorted, reduced, enlarged, or edited in any way.

The IRS Web Link must only appear in the Web-safe color #0066CC. Otherwise, solid black and reversed in white is acceptable.

Figure 1.17.7-15

IRS Web LinkThe IRS Web Link image created for IRS partners for placement on their websites to ensure a consistent link to the official IRS website.

Please click here for the text description of the image.

The IRS Logo and the words "Taxpayer Assistance Center" must appear on all publications used in the TACs. When the text, "Taxpayer Assistance Center" is used separately from the logo on a publication (welcome sign, office hours sign, etc.), the IRS Logo can appear by itself in either its vertical or horizontal orientation. The IRS Logo should be proportional to the headline text and may be aligned where appropriate. For detailed specifications on using the IRS Logo and Taxpayer Assistance Center wayfinder, refer to Document 12749, ONE IRS Design Standards & Guidelines, on the intranet at IRSDesignStandards. An IRS Design Services office visual information specialist must always apply the IRS Logo and TAC wayfinder to TAC signage and products.