An Introduction to Branding: USAID’s Graphic Standards Manual and Partner Co-Branding Guide 2016

●  USAID Graphic Standard Manual (March 2016): http://www.usaid.gov/branding

●  ADS 320 (January 2015):

http://www.usaid.gov/policy/ads/300/320.pdf ●  2 Code of Federal Regulations (CFR) 700.16 (Marking):

http://www.ecfr.gov/cgi-bin/text-idx?SID=531ffcc47b660d86ca8bbc5a64eed128&mc=true&node=pt2.1.700&rgn=div5#se2.1.700_116

Primary Branding Resources

Why We Brand

●  Foreign Assistance Act of 1961: Requires assistance be communicated as American aid.

●  Transparency to Host country: We have a responsibility to keep residents informed of what we are doing in their country.

●  Accountability to American people: We have a responsibility to explain what we are doing with their tax dollars—how U.S. foreign assistance works, who benefits, and its impact.

Branding vs. Marking

●  Branding… is everything—how we communicate who we are,

what we do, what we stand for, what we strive to achieve. ●  Marking… is the physical application of the USAID identity on

USAID-funded programs.

What Branding Accomplishes

●  Credibility ●  Connection

●  Affinity

●  Reputation

●  AORs/CORs ●  AOs/COs ●  Development Outreach Communications specialists (DOCs) ●  Bureau Communicators

Who’s Who at USAID: Branding Roles

Follow the Funding

Acquisition (Contracts) ●  Exclusive USAID branding and marking ●  No corporate identities or logos allowed ●  Follow USAID style for programmatic materials

Assistance (Cooperative Agreements & Grants) ●  Co-branded and marked with the USAID identity ●  Logos allowed under certain specific circumstances ●  USAID style for programmatic materials does not apply

Updated: Graphic Standards Manual and Partner Co-Branding Guide!

What’s updated

The Message Triangle

What? Achievable Goal

How? Unique Position

Why? Common Interest

We partner to end extreme poverty and promote resilient,

democratic societies while advancing our security and

prosperity.

Logo Options •  Three approved logos: two-color, black-only, and new white on photos/PPT/social media •  Blue handclasp replaces black handclasp in two-color logo •  Logo placement—doesn’t have to be upper left

Color Options •  New USAID blue •  Additional secondary colors:

medium blue, new web blue, dark red, rich black, 3 warm grays

Font Options •  Still using Gill Sans for primary font family •  New Gill Sans book weight •  Garamond just for long printed publications •  New free web font - Source Sans Pro

Templates •  Full list of templates to include: Powerpoint, factsheet, country profile, bio,

letterhead, and business card.

Official USAID Bumper ●  USAID has an official bumper.

To use, please email usaidvideo@usaid.gov

Social Media Guidance ●  We now have social media guidance for bureaus, offices, as well as

guidance for assistance/acquisition projects ●  New guidance covers profile and banner photos

Project Naming ●  Guidance on project naming

●  Acronyms, jargon, office/bureau names should not be used ●  Under acquisition, program logos are prohibited

Partner Co-Branding Guide

What’s the same

Still hasn’t changed…

•  Exceptions and waivers process •  Presidential initiatives branding •  Contract/Acquisition branding •  Grant/Assistance branding •  Administrative materials

Branding Rules: Special Cases

●  Grants under contract: Grants under contracts, when authorized in accordance with ADS 320 must be branded and marked like grants (similar to public-private partnerships).

Co-Branding

●  Co-branding and co-marking mean that the program represents both USAID and the implementing partner, and the USAID Identity and implementer’s logo must both be visually equal size and prominence on program materials.

●  Co-funding = co-branding and co-marking

Co-Branding: Partnerships

●  Presidential initiatives

●  Public-Private Partnerships

●  Programs, Projects, or Activities Funded through Agreements between Participating U.S.

Government Agencies or Other Donors and USAID (ADS 320.3.5.1 ) ●  Bilateral Agreements (host country, e.g.) (ADS 320.3.5.2)

●  Interagency agreements (ADS 306):

●  International agreements (ADS 349):

●  Branding is everyone’s responsibility.

Keep in mind...

●  Issues of Noncompliance: COR/AOR’s responsibility to alert CO/AO, and then others (moving up the chain of branding POCs). For more info, see ADS 320.3.8).

Branding Problems

Administrative Materials

Applies to Contracts (Acquisition) and Agreements (Assistance) ●  May not use the USAID identity on business cards, letterhead, or any

other administrative materials. ●  Consult ADS 320.3.1.5 for specifics

Exceptions ●  Granted during award negotiation ●  Explain non-emergency reasons why marking certain programmatic deliverables is not advisable ●  Determined by agreement or contract officer and should be incorporated into the marking plan

pre-award

Waivers ●  Are circumstantial in nature. Granted when the USAID Principal Officer (usually the Mission

Director or AA if AID/Washington) in conjunction with determines that marking would pose compelling political, safety, or security concerns or that marking the assistance will have an adverse effect in the host country.

●  Missions must consult the responsible Bureau/Office AA and the Senior Advisor for Brand Management (LPA) or designee before approving a waiver or when addressing sensitive political considerations that affect branding and marking policy in a particular Mission or region.

Branding Questions

•  Contract/Acquisition branding questions: COR/CO •  Grant/Assistance branding questions: AOR/AO •  USAID Missions: DOCs •  USAID Washington: Bureau Communicators

Resources

•  Updated branding guide page: usaid.gov/branding •  Updated branding resources page (templates, helpful links to ADS

320 and CFR 700): usaid.gov/branding/resources •  Partner training calls/meetings with USAID bureaus and M/OAA