ATF / BATFE new logo

BATFEs Rebranding Effort

In an apparent effort to address its faltering public image head on, the agency formerly known as the Bureau of Alcohol, Tobacco, Firearms and Explosives (BATFE) is changing its name.

Constantly fighting public perception that the agency is hiding its true mission with ambiguous smoke and mirror tactics, BATFE is making a bold move to meet its critics directly. Under a new mandate by Attorney General Eric Holder, the agency will now be called Brazenly Arming Thousands of Foreign Evildoers, thereby keeping the familiar acronym BATFE in order to minimize confusion during the transition process.

The new logo, to be released later this week, was reportedly designed by the Los Angeles design firm of Sarandon, Fonda, and Penn. Prominently featured on the new logo are guns, drugs, and a silhouette of Mexico – features all designed to help portray the agency’s primary mission. An unnamed and recently promoted BATFE spokesperson asked that all further questions be addressed to the DC legal firm of Holder and Holder.