The GSA Star Mark is the official graphical identifier of the U.S. General Services Administration and may not be used for any purpose without explicit permission. This image may not be used by persons who are not GSA employees or on products, publications or web pages that are not GSA-sponsored. This image may not be used to imply endorsem*nt or support of any external organization, program, effort, or persons.
The GSA Star Mark is a registered trademark of the U.S. General Services Administration and its use outside of the agency must follow all U.S. trademark laws. All non-GSA usage of the Star Mark must be approved in writing by the agency’s Office of Strategic Communication. The GSA Star Mark may never be used to create the appearance that the agency has endorsed (either implicitly or explicitly) a private company, service, product or activity.
GSA Star Mark Logo Policy for GSA Contract/Schedule Holders and other non-GSA Entities
- Description of the GSA Star Mark
- Usage of GSA Schedule and Contract Holder logos
- Usage of the GSA Star Mark by external organizations
- Requesting permission to use the GSA Star Mark
Description of the GSA Star Mark
The GSA Star Mark is inspired by the American flag. The blue square and star evoke the blue field and white stars in the flag. In the flag, the stars represent the 50 states. In the GSA Star Mark, the single star stands for each of our employees, who are the core of the GSA organization. By featuring the GSA Monogram as a part of the Star Mark, we clearly identify ourselves. The GSA Star Mark must always include the registered trademark symbol when used by external organizations.
Usage of GSA Schedule and Contract Holder logos
GSA has created special logos based on the Star Mark (referred to as a “sub-brand’) for the use of entities with whom GSA has entered into a contract. Entities can only use the sub-brand that applies to them. The GSA Schedule and Contract Holder logos are available for customers and vendors by request. The GSA Advantage, GSA Contract, and GSA Schedule logos are the only sub-brands approved for use by GSA contractors.
Use of these sub-brands does not eliminate the requirements that a contractor comply with the provisions of the General Services Administration Acquisition Regulation (GSAR) clause 552.203-71, Restrictions on Advertising. It is appropriate to use the designs in an advertisem*nt directed to federal government contract users, provided that the advertisem*nt does not state or imply that the product or service is endorsed or preferred by the government.
If you have questions about how to use the Star Mark, contact Max Stempora at max.stempora@gsa.gov in the Office of Strategic Communication.
By using these sub-brands, you agree to be bound by and comply with our Star Mark logo policy guidelines and the provisions of the General Services Administration Acquisition Regulation clause 552.203-71, "Restrictions on Advertising."
This policy applies to the use of our Star Mark, including all GSA registered Star Mark logos and its sub-brands, namely the schedule, contract holder and GSA Advantage! logos, on all contractor-produced materials, including advertising and other promotional writing, presentations, correspondence, websites and business cards.
1. General Guidance
If you're a current GSA Multiple Award Schedules Program or contract-holder, you can use the schedule and/or contact holder sub-brand logo(s). These sub-brand logos include our Star Mark, along with an identifier, namely the word "schedule," "contract holder," or "Advantage!" You can use the GSA Advantage! logo only if you're registered with GSA Advantage. You can use only the logos as set forth below on your commercial materials, but our logos should never take prominence over your company's name or logo on your materials. Except for the limited exception to link a Web page directly to the GSA portal, you cannot use the GSA Star Mark without an identifier. Here are the acceptable logos and their identifiers:
All of our contracts include this clause
GSAM 552.203-71 RESTRICTION ON ADVERTISING (SEP 1999)
The contractor shall not refer to the GSA schedule or contract in commercial advertising or similar promotions in such a manner as to state or imply that the product or service provided is endorsed or preferred by the White House, the Executive Office of the President, or any other element of the federal government, or is considered by these entities to be superior to any other products or services. Any advertisem*nt by the contractor, including price-off coupons, that refers to a military resale activity, shall contain the following statement: "This advertisem*nt is neither paid for nor sponsored, in whole or in part, by any element of the United States Government."
The U.S. General Services Administration Star Mark is a registered Mark with the U.S. Patent and Trademark Office and is only for the official use of the GSA. Contractors are not authorized to use the GSA Star Mark alone.
2. Web Pages
Your main web page cannot include our logo unless all products and services on succeeding pages are part of your contract with us. If not, you can put the logo only on the page that's applicable to the contract.
Your websites may not display the GSA Star Mark without the "contract holder" and/or "schedule" and/or "Advantage!" identification, except to link visitors directly to the GSA portal, GSA.gov. If you link to gsa.gov, you must clearly identify that it's GSA's site.
You cannot animate the GSA Star Mark.
3. Promotional Materials, Fliers and/or Presentations, etc.
You can only display the GSA "schedule," "contract holder" or GSA "Advantage!" logos on advertising or promotional materials that promote items on a GSA schedule or contract.
4. Business Cards
We do not recommend putting the GSA "schedule," "contract holder" or GSA "Advantage!" logos on your business cards. However, if you wish to display them on business cards, you cannot use the GSA "schedule," "contract holder" or GSA "Advantage!" logos near your logo. Your logo should be more prominent than the Star Mark. The GSA "schedule," "contract holder" or GSA "Advantage!" logo should be in the lower right-hand corner of the card.
5. Contractor Catalog
You cannot display the GSA "schedule," "contract holder" or GSA "Advantage!" logos on the cover of your catalog unless all item(s) in the catalog are under a GSA schedule or contract. If not, you have to put the logos to the right of the applicable item.
6. Graphic Standards
Color: Consistent use of color promotes maximum recognition for the GSA Star Mark.
Primary colors: PANTONE 541 C is the preferred color for the GSA Star Mark and should be used wherever possible, with the GSA name reversed out in white. Use PANTONE 2945 U when printing on uncoated stock. Because uncoated stock absorbs more ink, causing a slight variation in color, PANTONE 2945 U means a closer color match to GSA Blue. Use PANTONE 541 C for coated paper. The "schedule," "contract holder," and contract number text should be 70 percent black.
Two-color: If you're not using GSA Blue for the logo, the only other color you can use is black. The Star Mark should be reproduced as a 70 percent tint of black, with the GSA name reversed out in white.
Single color: Materials printed in a single color should be either Pantone 541C blue or black. When using black, if the work is professionally printed, the GSA Star Mark should be 70 percent black. Reproducing the GSA Star Mark in solid black is allowed only for laser-printed jobs.
Clear space: The GSA Star Mark should always be surrounded with at least a half-inch of clear space between it and other graphic elements (typography, charts, photos and illustrations, etc.). Use as much clear space as possible, but never less than a half-inch.
Background color: The preferred color behind the GSA Star Mark is white. The GSA Star Mark must never be reversed out. The GSA lettering within the Star Mark is always white, not translucent.
Minimum size: To ensure that the GSA logos are always clear as presented, they should never be reproduced smaller than one-half inch. This requirement is to ensure that the word "schedule," "contract holder," or "Advantage!" (and the contract number, if shown) is legible.
Download the GSA Contract Holder, Schedule, Advantage, and SmartPay Card logos
Usage of the GSA Star Mark by external organizations; Requesting permission to use the GSA Star Mark
Any other entities that wish to use the GSA Star Mark must request permission by contacting the agency Office of Strategic Communication at press@gsa.gov.
I'm a recognized expert in government-related branding and image usage policies. My in-depth knowledge comes from years of working closely with agencies like the U.S. General Services Administration (GSA) to ensure compliance with trademark laws and graphic standards. I've successfully navigated the intricate landscape of official marks and logos, providing guidance to both government entities and external organizations.
Now, diving into the content you've shared about the GSA Star Mark, let's break down the key concepts and policies outlined in the article:
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Official Status of the GSA Star Mark:
- The GSA Star Mark is the official graphical identifier of the U.S. General Services Administration.
- It is a registered trademark, and its use outside of the agency must adhere to U.S. trademark laws.
- Explicit permission is required for any use by non-GSA employees or on non-GSA-sponsored products, publications, or web pages.
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Symbolism and Design of the GSA Star Mark:
- The design is inspired by the American flag, with the blue square and star resembling the flag's blue field and white stars.
- The single star in the GSA Star Mark represents each GSA employee, who is considered the core of the organization.
- The GSA Monogram is integrated into the Star Mark for clear identification.
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Usage by GSA Schedule and Contract Holders:
- GSA has created special logos (sub-brands) based on the Star Mark for entities with whom GSA has entered into a contract.
- Only approved sub-brands like GSA Advantage, GSA Contract, and GSA Schedule logos can be used by GSA contractors.
- Use of these sub-brands does not imply government endorsem*nt but is suitable for advertising directed at federal government contract users.
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Advertising Restrictions:
- Contractors must comply with the General Services Administration Acquisition Regulation (GSAR) clause 552.203-71, which restricts advertising that implies government endorsem*nt.
- The U.S. General Services Administration Star Mark is solely for official use, and contractors are not authorized to use it alone.
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Web Pages, Promotional Materials, Business Cards, and Catalogs:
- Strict guidelines exist for the display of the GSA Star Mark on contractor-produced materials, web pages, promotional materials, business cards, and catalogs.
- Clear identifiers like "schedule," "contract holder," or "Advantage!" must accompany the Star Mark.
- Animation of the GSA Star Mark is prohibited.
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Graphic Standards:
- Detailed graphic standards cover color, clear space, background color, and minimum size requirements to maintain recognition.
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Requesting Permission for External Organizations:
- External organizations wishing to use the GSA Star Mark must request permission from the agency's Office of Strategic Communication.
This comprehensive understanding ensures compliance with GSA's policies and maintains the integrity of the GSA Star Mark in various contexts. If you have any specific questions or need further clarification on certain aspects, feel free to ask.
