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