by Agency rebrand aims to soften image while maintaining aggressive deportation quotas
In an effort to address criticism about its public perception, Immigration and Customs Enforcement announced a comprehensive rebranding campaign centered on its new motto: “Deporting with a Smile Since 2003.”
The agency unveiled the slogan during a ceremony at its Washington headquarters, complete with a new logo featuring a smiling agent holding handcuffs in one hand and a welcoming gesture in the other. Balloons were present. Nobody seemed comfortable about the balloons.
“We heard feedback that ICE is perceived as cold and intimidating,” explained Acting Director Patrick Lechleitner while standing in front of a banner reading “ICE: We’re Not Just for Deportation Anymore (But Mostly Yeah).” “This rebrand shows that we can separate families AND be personable about it. It’s about balance.”
The new ICE motto is part of a broader image overhaul that includes softer uniforms in “approachable navy” instead of the traditional “threatening black,” mandatory customer service training for all agents, and a suggestion box at every detention facility where detainees can submit feedback that will definitely be read and considered.
“We’re really focusing on the human element,” said ICE Communications Director Rebecca Walsh. “For example, when our agents conduct workplace raids, they now knock first. Well, sometimes. When it’s convenient. The point is we thought about knocking, and that’s growth.”
The rebranding extends to detention facilities, which will now be called “Temporary Relocation Resorts” and feature amenities like “beds that are technically beds” and “food that meets the minimum legal definition of food.” One facility in Texas has added inspirational posters with phrases like “Every Ending Is a New Beginning!” and “Your Deportation Is Our Priority!”
Immigration advocates responded to the rebrand with skepticism. “They can change the motto all they want,” said activist Maria Hernandez. “But a friendly slogan doesn’t change the fact that they’re still separating children from parents, detaining people indefinitely, and operating with minimal oversight. It’s like putting a smiley face sticker on a human rights violation.”
The Department of Homeland Security defended the initiative, noting that “optics matter” and that the American people respond better to enforcement when it’s “packaged nicely.”
“Look, we’re still going to deport people,” clarified DHS Secretary Kristi Noem. “We’re just going to do it with better branding. Think of it as the difference between being fired and being ‘transitioned to new opportunities.’ Same outcome, friendlier messaging.”
Focus groups tested various slogans before settling on the final motto. Rejected options included “ICE: Because Someone Has to Do It,” “Enforcement You Can Trust (Please Don’t Ask Questions),” and “Making America Great Again, One Deportation at a Time, But Nicely.”
The agency has also launched a social media campaign featuring photos of agents helping elderly detainees with their luggage and smiling while processing paperwork. Critics note that none of the photos show actual deportations, which remain “off-brand for the new image we’re cultivating.”
When asked whether the rebrand represents substantive policy changes or merely cosmetic adjustments, a spokesperson said the question “misses the point” and that “sometimes perception is reality, or at least that’s what our consultants told us.”
SOURCE: https://bohiney.com/new-ice-motto/
SOURCE: ICE Unveils New Motto: “Your Papers, Please, But Make It Friendly” (Aisha Muharrar)
