Fixing Our Brand: ARES/RACES/ACS=Confusion

Here’s an idea: Let’s stop referring to ARES, RACES, and ACS in public—and even among ourselves—to the greatest extent possible. In their place, let’s start talking about “the Amateur Radio Emergency Services” as a generic term that encompasses all the others. Yes, I know it’s very close to the ARRL trademarked “Amateur Radio Emergency Service” but I am not sure that’s a problem.

Or maybe some bright reader will come up with something else, another generic that works even better. And I’d like to get a logo designed—and it can’t look like a schematic nor a 1950’s federal logo. Needs to look good in both multiple and single color, etc.

Going to an inclusive generic name means we can stop having to explain the difference between ARES and RACES to people who don’t and/or shouldn’t care. The generic also follows the increasingly common practice of merged ARES/RACES organizations.

We can, of course, still refer to ARES and RACES as components of the new “Amateur Radio Emergency Services,” along with the Salvation Army’s SATERN, the Weather Service’s SkyWarn, and anything else that makes sense. I am not trying to reduce the glory of any of these fine organizations, just make it easier for outsiders to understand how hams provide emergency service to their nation and communities.

Here’s some background:

I have never liked the red, white, and blue ARES logo. Heck, I don’t much like the name ARES, and especially don’t like the name RACES. The ARRL diamond logo doesn’t sing to me, either. On the other hand, I am not sure why I like the Brit’s RAYNET, but I’ve recently decided I do, mostly because it’s easy to pronounce and doesn’t carry some obviously inappropriate alternative meaning.

Let’s start with the RACES problem. If you pronounce the word the way you’d expect “races” to be pronounced, you end up terribly close to something truly unfortunate. Leave out the long “E” sound and the group I used to belong to, Dallas RACES, comes out sounding like “Dallas Racists.” A good brand—and RACES, ARES, ARRL are all brands—should not require special pronunciation.

Likewise, the long “E” at the end of Air-ees. Now, ARES doesn’t look like a pronounceable word. But, it tends to become part of acronyms that look like words. For example, I was a member of South County ARES at one time, also known as SCARES. It’s pronounced “scare-ees,” except by those who lack the secret decoder ring and pronounce it “scares,” as in Halloween. Not the best name for a group dedicated to solving emergencies, rather than causing them.

ACS—for Auxiliary Communications Service—seems lifeless, as though it doesn’t actually involve people.

At the very least, it would be nice if the ARRL would develop new ARES logos that are consistent with the new-look ARRL “National Organization” logos—a horizontal text treatment that would work just as well for ARES.

Maybe this is something League staff and the PR committee(s) could work on. I’m happy to help if I can.

Comments

[Mike Toot]

Spot on.

I'm a recently-minted Technician and getting involved in emcomm here in Seattle. I tried explaining to my wife the different "branches" of emcomm and which orgs they belonged to, govt, NGO and otherwise.

Her eyes glazed over.

I find it humorous that ICS training emphasizes that it's the role / function and not the title that matters. Yet here we are, wrapped around the axle with ARES, RACES, SKYWARN, MARS, and BOZONICS (okay, I made up that last one).

Why not just call our service "Amateur EmComm" or something similar? It's short, memorable, and accurately describes the function.

[James French]

If you haven't noticed two of our acronyms used are names of the Greek and Roman god
of war: ARES and MARS.

As for Mikes comment about his wife's eyes glazing over when talking about the different
acronyms, I get that from most everyone that I start to mention the different services and all,
not just the wfe. With my wife, I just say I am going to a radio club meeting and she under-
stands.

James W8ISS