The Central Intelligence Agency has introduced a new logo and website that, according to some social media observers, could belong to a direct-to-consumer brand rather than a government institution.
The rebrand is meant to improve the spy agency’s image in the minds of talented, and more diverse, candidates by shedding its reputation as a club for white Ivy League men.
The new black-and-white circular logo depicts "CIA" and "Central Intelligence Agency" against an array of parallel and intertwined lines. The website proclaims “We are the Nation’s first line of defense,” alongside a rotating series of images of diverse individuals. It invites visitors to "Find your calling," provides multiple ways for candidates to get in touch and lists open jobs and starting salaries.