Which US federal agency underwent a controversial $53 million rebranding campaign in 2003 that included a new name, logo, and identity system?

Government agencies and departments occasionally undergo rebranding efforts to modernize their image, improve public perception, or reflect new missions. These marketing campaigns can involve everything from new logos and slogans to complete name changes and identity overhauls. This trivia question tests your knowledge about a significant government rebranding effort that sparked considerable public discussion.

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The Transportation Security Administration (TSA) rebranded as the National Transportation Protection Service
The Immigration and Naturalization Service (INS) was dissolved and rebranded as Immigration and Customs Enforcement (ICE)
The Federal Emergency Management Agency (FEMA) rebranded as the National Disaster Response Authority
The Internal Revenue Service (IRS) rebranded as the National Tax Administration Bureau