Activities that can’t be billed to other agencies are another drain. One example is staff time totaling 727 hours on a logo change. The old logo was a blue square with 18F in the lower-right-hand corner. The new logo, a black square with 18F centered and a different font, wasn’t worth the time and doesn’t look as good. for anyone else curious: (new) Black Logo: https://18f.gsa.gov/assets/img/logos/18f-logo.svg (old)…
From the actual report - "18F Branding – Staff spent 727 hours (valued at an estimated $140,104) developing the 18F brand. An example of one of their branding projects is the 18F logo change, seen below in Figure 8." Pretty poor journalism. Brand development strikes me as a much bigger category than a single logo change.
727 hours on branding in a year for an organization of 200 is quite reasonable.