WORLD HERITAGE EMBLEM MEETING

UNCLAS PARIS FR 000368 SIPDIS STATE PASS TO DEPT OF INTERIOR NATIONAL PARK SERVICE, ATTN: STEVE MORRIS AND JONATHAN PUTNAM E.O. 12958: N/A TAGS: PREL UNESCO SUBJECT: WORLD HERITAGE EMBLEM MEETING ¶1. (U) UNESCO held an expert meeting on the World Heritage emblem on February 24. The session was one of three meetings held at UNESCO headquarters (24-27 February) in an attempt to prepare the ground for the upcoming World Heritage (WH) Committee meeting in Seville, June 22-30, 2009(septels). The U.S. was represented by Steve Morris and Jonathan Putnam from the National Park Service at the Department of the Interior. David Ostroff accompanied them from the U.S. Mission staff. WH Emblem - Coordination of a Brand Identity ¶2. (U) The key points raised during the half-day meeting on the WH emblem revolved around the questions of delegation of authority in giving permission to use the WH emblem; graphic guidance; third-party usage; quality control; commercial usage; and flexibility regarding its general use. Other issues were raised regarding the need to consider trademarking the emblem to ensure formal legal protection. On the subject of trademarking, several delegations questioned the potential costs associated with global legal protection, and the costs in policing and instituting action against those who might misuse the WH emblem. Other questions were raised about changing rules regarding the use of the emblem for existing WH sites. ¶3. (U) While some suggested that using the emblem as a brand might provide additional revenues to the WH Center, others asked questions about how other Conventions deal with the protection of their logos. Regarding the graphic design, the discussion concentrated on coordinating UNESCO's graphic chart, and ensuring that the WH emblem would be properly used in conjunction with the UNESCO logo. Questions were raised about different linguistic variants of the logo and the need to maintain a single visual signature. ¶4. (U) Overall, the group was agreed on the need to use the WH emblem in a better, more coordinated way to boost the brand identity of WH as UNESCO's flagship program. It was agreed that an external "branding" expert would be needed to explore the wide range of questions linked with the creation of new norms for the WH emblem in the future. Chairman San Segundo decided to form a working group on the subject, and asked that Canada, Israel, Brazil, Kenya, Morocco, Lithuania, representatives from the Advisory Bodies and the UNESCO Secretariat be included. She asked that a report be ready for the next information meeting (to be held on either 19 May or 4 June) prior to the Seville meetings. ENGELKEN