"This memorandum supersedes my August 1, 2007, memorandum to OICs and Center Directors. Its purpose is to clarify intent and provide guidance on how this messaging material might be used to the best advantage of the Agency.
First, the original guidance was intended to provide some consistency on how we talk about NASA's work with the public. It is not a mandate and should not have been prescriptive.
Second, the Core Message (NASA explores for answers that power our future) is not a slogan or tag line. You are not required to use it, but feel free to include it if you deem it appropriate and helpful for your communications needs.
Third, the Graphic Element (Inspiration+Innovation+Discovery=Future) is a formula for those key themes that illustrate and enhance the Core Message. It should NOT be used as a graphic in Agency materials; however, the three themes can serve as a guide for Agency messaging.
Internal NASA Memo from Robert Hopkins, Chief, Office of Strategic Communications: NASA Messages, earlier post from 1 August 2007