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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.

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Wow that's incredibly terrible reporting. Designing a logo is a subset of branding, and a small subset at that.

727 hours on branding in a year for an organization of 200 is quite reasonable.

Indeed, I remember a few posts/comments by 18f people here on hn - surely those hours taken were "spent developing the 18f brand". Of course, those people might have been doing that work for free, in their spare time.

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