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DC Firefighters Upset Over Rebranding of Department; Traditional 'Golden Eagle' Removed as Part of Recomendation
MELANIE ALNWICK
WTTG/MyFoxDC.com
Reprinted with Permission
WASHINGTON - When the fire department responds to a call, chances are the public doesn't think about what their uniforms say. But a small change to the official gear of D.C. Fire and EMS workers is creating some controversy in the ranks.
Gone is a "gold eagle" emblem instituted by former Chief Dennis Rubin.
(WTTG photo)
Related
Out is the "DCFD" that's traditionally emblazoned the back of dark blue t-shirts in large white block letters. Now, the new acronym is "FEMS."
It's supposed to be rebranding to better incorporate EMS services into the department.
Union president Edward Smith says the word "FEMS" is not going over well.
"Some members are upset," he admits. "We haven't had a raise in five years, so everything is taken to heart. They're very sensitive right now.”
The department's logo and sleeve patch is changing too. Gone is a "gold eagle" emblem instituted by former Chief Dennis Rubin. It will be removed from all dress uniforms, firehouses, trucks, ambulances and cars that currently bear it, and will be replaced with a previous blue, yellow and red patch.
"I don't blame them for being upset because this is like a yo-yo going back and forth," says D.C. Council Member Phil Mendelson and chairman of the Committee on Public Safety and the Judiciary.
This "rebranding" of the department was a recommendation of the city's EMS Task Force after the David Rosenbaum lawsuit. A better way to integrate the role of emergency medical service providers after a disconnect in the response that may have led to the journalist's unnecessary death.
"It's important that everyone in the department recognize that they have both missions. Fire and EMS," says Mendelson. "And that's why it's important that the department advertise itself as the Fire and EMS Department."
Changing your corporate identity is delicate business, says Joe Farren, a senior vice president with PR firm Waggener Edstrom Worldwide.
"A name is absolutely critical. It's what people identify with," he says.
And while publicly firefighters grumble about the cost of new shirts, hats, and jackets, which they pay out of pocket for, privately - they're more upset about a brand that says "FEMS,” which some might construe as less than flattering.
"I won't wear it!" said one sergeant who didn't want to be named.
He does have the option of wearing his dress uniform shirt instead.
"A patch is a logo, a patch is an image, a patch represents the team that you play for and if that changes to something you don't like or respect, that's a big deal," adds Farren.
If the goal is internal culture change, Farren says it needs to be handled with even more care, by bringing all stakeholders into the discussion. Otherwise, the merger of two divisions can become a dysfunctional mess.
"If I slip and fall on the ice, or if I knock over a candle and set my house on fire, I'm going to call 911. And I'm going to expect either the ambulance or the fire truck to arrive at my house. That's not going to change, but it sounds to me like they need to get this culture thing right, otherwise there is going to be an impact on how service is provided and taxpayers are going to notice," says Farren.
Some question, that during tight budget times, if it should be done right now. Mendelson said he did not know how much the decal change would cost.
Union president Smith said after the weekend's uproar, Chief Ellerbe did tell him the department should have discussed the matter with the union before sending down an edict.
There is now a 90-day reprieve before the policy takes effect. Smith hopes perhaps that time will be used to craft an acronym that's more acceptable to his members than "FEMS.”
WTTG/MyFoxDC.com
Reprinted with Permission
WASHINGTON - When the fire department responds to a call, chances are the public doesn't think about what their uniforms say. But a small change to the official gear of D.C. Fire and EMS workers is creating some controversy in the ranks.
Gone is a "gold eagle" emblem instituted by former Chief Dennis Rubin.
(WTTG photo)
Related
- WTTG: Some Firefighters Unhappy With DC Fire and EMS 'Rebranding'
- STATter911: The Name Game - Does FEMS Mean Anything?
Out is the "DCFD" that's traditionally emblazoned the back of dark blue t-shirts in large white block letters. Now, the new acronym is "FEMS."
It's supposed to be rebranding to better incorporate EMS services into the department.
Union president Edward Smith says the word "FEMS" is not going over well.
"Some members are upset," he admits. "We haven't had a raise in five years, so everything is taken to heart. They're very sensitive right now.”
The department's logo and sleeve patch is changing too. Gone is a "gold eagle" emblem instituted by former Chief Dennis Rubin. It will be removed from all dress uniforms, firehouses, trucks, ambulances and cars that currently bear it, and will be replaced with a previous blue, yellow and red patch.
"I don't blame them for being upset because this is like a yo-yo going back and forth," says D.C. Council Member Phil Mendelson and chairman of the Committee on Public Safety and the Judiciary.
This "rebranding" of the department was a recommendation of the city's EMS Task Force after the David Rosenbaum lawsuit. A better way to integrate the role of emergency medical service providers after a disconnect in the response that may have led to the journalist's unnecessary death.
"It's important that everyone in the department recognize that they have both missions. Fire and EMS," says Mendelson. "And that's why it's important that the department advertise itself as the Fire and EMS Department."
Changing your corporate identity is delicate business, says Joe Farren, a senior vice president with PR firm Waggener Edstrom Worldwide.
"A name is absolutely critical. It's what people identify with," he says.
And while publicly firefighters grumble about the cost of new shirts, hats, and jackets, which they pay out of pocket for, privately - they're more upset about a brand that says "FEMS,” which some might construe as less than flattering.
"I won't wear it!" said one sergeant who didn't want to be named.
He does have the option of wearing his dress uniform shirt instead.
"A patch is a logo, a patch is an image, a patch represents the team that you play for and if that changes to something you don't like or respect, that's a big deal," adds Farren.
If the goal is internal culture change, Farren says it needs to be handled with even more care, by bringing all stakeholders into the discussion. Otherwise, the merger of two divisions can become a dysfunctional mess.
"If I slip and fall on the ice, or if I knock over a candle and set my house on fire, I'm going to call 911. And I'm going to expect either the ambulance or the fire truck to arrive at my house. That's not going to change, but it sounds to me like they need to get this culture thing right, otherwise there is going to be an impact on how service is provided and taxpayers are going to notice," says Farren.
Some question, that during tight budget times, if it should be done right now. Mendelson said he did not know how much the decal change would cost.
Union president Smith said after the weekend's uproar, Chief Ellerbe did tell him the department should have discussed the matter with the union before sending down an edict.
There is now a 90-day reprieve before the policy takes effect. Smith hopes perhaps that time will be used to craft an acronym that's more acceptable to his members than "FEMS.”
Replies to This Discussion
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Permalink Reply by Patti Walz on
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I got to agree on the name.... and the eagle.... Not good....
Hope it gets straigtened out and every is satisfied.
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Permalink Reply by Jack/dt on
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Despite my railing against FFN *news* post, this is fecking funny. FEMS! Go capcityff.
Some alternative suggestions:
Government Agency, Yield - GAY
National Agency Normalizing Critical Incidents - NANCI
Public Utility all Safety Services Included - PUSSI
Qualified United Emergency Experts Response - QUEER
Specialists In Safety Service Incidents - SISSI
Fire And Rescue Team - Emergency Medical- FART-EM
Basic Utility and Tactics Team Specialists - BUTTS
Division of Incident Control Specialists- DICS
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Permalink Reply by Greenman on
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So...do they wear panty hose under their Bunker Gear?
Seriously, why not just call it "DCFD Fire and EMS"
Greenman
vs
Of course in Dupont Circle they can wear shirts that say:
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Permalink Reply by John Carder on
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This is the kind of decision that gets made by someone who spent little, if any, time responding to tones as a firefighter, and probably moves from district to district making "improvements" as an administrator. On his resume, he will list "name change" and "logo change" as examples of the "re-branding" that he accomplished in DC.
Money is clearly tight, with no raises for five years. Does it really make sense to change everything from business cards to the emblems on trucks? That's expensive!
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Permalink Reply by capcityff on
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I'm trying to stay quiet because my post will be inappropriate if I give my honest opinion. haha Thankfully we have 90 days before this takes effect so hopefully something gets worked out. Initially it took effect immediately. We were expected to wear nothing with DCFD on it. STUPID idea considering it's still cold at night and all of my sweatshirts/coats say DCFD. Heck even my turnout gear says DCFD. This whole thing is stupid and not needed when we already have enough problems such as cutting an entire platoon.(approximately 400-500 firemen)
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If they stick with FEMS, might I suggest something more appropriate:
Be Proud, Be FEMS
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Permalink Reply by Nathan Stanaway on
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I think its funny, in a sad way, how whiny they are. It just makes them so obviously insecure. An overwhelming volume of their calls are medical emergencies. Things dont burn like they used to. Get with the program or move on.....
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Permalink Reply by Robert S. (Bob) Lucas on
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Same as everywhere. Experts make decisions without mining ALL the information that might be helpful in decision making.
1) I like the suggestion at the top.
2) How many of the 'customer', particularly the few visitors are going to know what FEMS means when the need or are expecting help? This suggestion says it. I might add international fire and medical logos at the top - they are nonlingual.
3) Do NOT use a bunch of letters that would be meaningless to many.
**
repeating : the words and symbols are difficult to misinterpret, the letters remain for the who.
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too late - PINK (signs) are for ACCIDENT AHEAD / continue driving like maniacs
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You see we have this thing called pride. We know we run medicals but that doesn't mean we have to call ourselves FEMS or change the patch. We still run fires every day.
This is something that was posted online by a DC fireman:
"D.C.F.D." Whats in a name?- Exactly 100 Firefighters have made the supreme sacrifice while serving under the "D.C.F.D." in its proud 140 year history. Each of them in the line of duty while serving the citizens and visitors of our great Nation's Capitol, Washington, D.C. Each and every one of them fought and died while upholding an oath that was sworn before the great leaders of the "D.C.F.D." Along side these men were the over 12,000 men and women who have ever served under the "D.C.F.D." Most that have retired are now passed or feeling the years of dedicated work that they put into the "D.C.F.D." As the department of current times, how can we stomach to forget what the "D.C.F.D." really means to all of us. To some the "D.C.F.D." might be just a name, but anyone that has ever had the opportunity to serve under the "D.C.F.D." knows, deep in their heart, what it means to change that acronym to anything else. It means that we are forgetting about anything that we have ever stood for and anyone that has given their life or a lifetime to the most powerful city, leading the greatest nation in the world. Post this if you feel the same way..."
That explains the pride we have in working for a traditional fire department. It isn't just a name to that. I would think most firemen would get that.
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