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FinCEN: New branding, same mission

By Naomi Glass, BSA/AML/OFAC Compliance Manager

NaomiGlass The U.S. Treasury Department’s Financial Crimes Enforcement Network (FinCEN) has recently updated its branding by adopting a new insignia to better emphasize its unique mission to safeguard the financial system from illicit use and to promote national security through the collection, analysis, and dissemination of financial intelligence. Here’s a little about why this work is important and the story behind it.


Why does branding matter?

Branding is one of the most important aspects of any organization. An effective brand strategy enables organizations to express who they are, who they want to be, and who people perceive them to be. FinCEN’s newly redesigned insignia, shown here, does just that.

But what does it all mean?

FinCEN’s new insignia prominently features symbols central to its mission.
  • The globe represents FinCEN’s worldwide reach, influence, authorities, and responsibilities.
  • Binary numbers spell out FinCEN in binary code and represent the financial data FinCEN uses to keep our country strong and prosperous, our financial system secure, and our communities and families safe from harm.
  • The eagle represents the strength, power, and determination of the American people, and its position in the center of the insignia symbolizes the power and commitment of FinCEN’s protection.
  • The shield represents FinCEN’s national security mission.
  • The silhouette of a bank represents the complex financial system FinCEN protects, uses, helps supervise, and administers.

What’s impressive about the insignia is that each perfectly crafted word, number, and image has a purpose. Each element sends a message about the agency’s far-reaching impact as a well-respected law enforcement agency. Given the insignia’s level of detail and its purposeful messaging, it is clear that FinCEN didn’t just come up with a new logo for the sake of having a new logo. FinCEN’s newly unveiled insignia is powerful - just like the agency it represents.