Our "Caduceus" - an Icon for the Field of Family and Consumer Sciences

By Jackson, Carolyn W. | Journal of Family and Consumer Sciences, Spring 2011 | Go to article overview

Our "Caduceus" - an Icon for the Field of Family and Consumer Sciences


Jackson, Carolyn W., Journal of Family and Consumer Sciences


At the 2010 Family and Consumer Sciences Alliance meeting, we identified the many initiatives on which our organizations are focused. But the top priority identified was that of developing a brand for the field of family and consumer sciences (FCS) and to have a symbol for the field that was as recognizable as the caduceus is for the field of medicine or the scales of justice for the field of law. Ten FCS-related organizations "signed on" and the process began.

Under the leadership of the American Association of Family & Consumer Sciences, the organizations that were a part of developing the FCS brand are:

* Association for Career and Technical Education, FACS Division

* Council of Administrators of Family and Consumer Sciences

* Family & Consumer Sciences Education Association

* Family, Career, and Community Leaders of America

* International Federation for Home Economics - United States

* National Association of State Administrators of Family and Consumer Sciences

* National Association of Teacher Educators for Family and Consumer Sciences

* National Association Teachers of Family and Consumer Sciences

* USDA, National Institute of Food and Agriculture, Family and Consumer Sciences

There is no doubt that we live in an over-communicated society, which means that we must be clear, concise, and consistent with our messaging in order to be heard and understood. As part of the branding initiative, we developed two key messages that help define the role and benefits of FCS as well as its substantial body of knowledge.

The first FCS key message is designed to help explain what the field of FCS does: The FCS field draws from broad and diverse disciplines to develop and provide the content and programs that help individuals become more effective critical thinkers and problem solvers. …

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Our "Caduceus" - an Icon for the Field of Family and Consumer Sciences
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