USAID Branding and Marking Overview

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USAID Branding and Marking Overview

• Stephanie Joyce
• December 13, 2006
• FRONTIERS Workplan Retreat

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The USAID brand
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Branding Rationale

• Graphic representation of US assistance
• Raises the visibility and value of foreign aid
• Differentiates from aid by other countries
• Communicates goodwill of US taxpayers

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Application of branding rule

• In all new awards obligated after January 2,
  2006.
• In existing awards when funds are added.
• Agreement Officers will incorporate marking
  requirements.

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Branding rule

• All programs, projects, activities, public
  communications, and commodities, partially or
  fully funded by a grant or cooperative agreement
  or other assistance award or subaward must be
  marked appropriately overseas with the USAID
  Identity of a size and prominence equivalent to
  or greater than the recipients, other donors or
  other partners logo.

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Branding rule

• Applies to all subawards
• Specifies use of logo as designed
• Requires that the brand be placed prominently
  and of equal size with other logos

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Approved brands

• One color (b/w), two color, full color.
• Horizontal or vertical arrangement.
• No other colors or arrangement.

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Correct use of brand

• Background of logo (USAID seal) must be white

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Displaying the brand
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Exceptions

• When branding would compromise the credibility of
  a project
• When branding would offend local culture
• Requires approval by Agreements Officer

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Branding in practice

• Previously printed, unbranded material Continue
  usingbrand when reprinting
• Incorporate branding into design templates
• Refer to USAID website for details
  http//www.usaid.gov/branding/assistance.html
• Check with PCDC before printing

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Branding compliance strategy

• PCDC will
• Inform managers and RCOs
• Provide branding guidelines
• Provide e-mail support to answer questions
• Monitor pre-release designs of publications to
  ensure compliance