I find it difficult to believe no one in DHS had a marketing strategy for branding the new name for the immigration service.
From John McCaslin:
A high-ranking U.S. Immigration and Customs Enforcement (ICE) agent, assigned to the Gulf Coast to assist in recovery from Hurricanes Katrina and Rita, says he and his fellow agents were forced to remove their uniforms with "ICE" branded on the back (similar to "FBI" and "POLICE") because storm victims were chasing them down in hopes of receiving bags of ice.
To end the confusion, several ICE agents changed into legacy uniforms - gear that reads "U.S. Customs" and "INS" (the old Immigration and Naturalization Service) - they had worn before the two agencies merged under the fledgling Department of Homeland Security.Townhall.com :: Columns :: Hey, ICE man! by John McCaslin
At some point with these Federal agencies you just have to laugh and slowly shake your head. From firefighters sitting in a harrassment or sexual political correctness class prior to being allowed to enter NO to assist to FEMA contracting cruise line ships requiring maid service and the abiltity for not only meals but all day snacks to the ridiculous cost per evacuee to the fact the ships aren't needed. I am so amazed when people constantly berate corporations instead wanting Government agencies to do all for them.